St Luke's has unveiled its first work for Travelocity, the online travel company, with an international television and press campaign that plays on the daily grind of working life.
The campaign was born out of research reported in national newspapers that indicated that the British population is the hardest working in Europe, with more than 60 per cent of the workforce failing to use up their full holiday allocation.
The campaign aims to create a strong positioning for the company in a crowded market that includes established brands such as lastminute.com and expedia.co.uk.
The 60-second ad opens with a pallid man hauling himself out of bed, fully dressed, to the grating sound of an alarm clock. His day unfolds into a dreary sequence of cramped trains, an ever-increasing work-load and colleagues who have no social life. The man climbs back into bed, again fully clothed, only to look forward to repeating the same process the next day.
The ad is shot with a gritty, grey ambiance to convey the man's miserable lifestyle, and ends with the words 'you need a holiday' and a shot of a tropical beach. It will be backed by press work and a poster campaign of 48-sheet and 16-sheet ads, as well as takeaway sandwich bags emblazoned with the strapline.
Travelocity, which claims to be the world's largest online travel service, awarded the pounds 10 million account to the agency in September last year.
Tom Lucas, the account director at St Luke's, said: 'This campaign will establish a foothold in a market that is likely to explode soon by developing advertising that brings the brand to the front of the mind.'
The campaign was written by Seyoan Vela, art directed by Colin Lamberton and shot by Chris Dada of Academy. Dada also shot the Ikea 'downsizer' spot and the IPC 'advice on life' ad for the agency. Media planning is through Klondike and media buying is through Universal McCann.