Thomas Cook is launching its first TV branding campaign. The
selection of ten- and 20-second executions, by TBWA/London, extend the
'It's time to leave the country' theme established in a December press
and poster drive. Breaking on 7 May, the ads spotlight horrific everyday
situations that can make British life unbearable.
One spot features a young woman trapped on a quality control line for
mini-bakewell tarts. Her mind-numbingly dull routine is only spiced up
by her removal of the occasional cherryless tart. Others show a woman in
a crowded cinema, unable to turn off her ringing mobile phone during an
emotional love scene, and a son-in-law trapped in a crucifyingly dull
family slide show.
Another painful scenario befalls a young man browsing in a petrol
station who spies an ex-girlfriend in the next aisle. He asks how long
it has been since they last saw each other, upon which she walks round
the display to reveal a heavily pregnant figure and replies: 'about nine
'The original press and poster campaign has been extremely successful
and has helped to differentiate us from our key competitors,' Thomas
Cook's marketing director, Kevin Styles, said. 'The TV campaign
continues to build the Thomas Cook offering through highly creative TV
ads, which tap into everyday life in humorous ways.'
The ads were written and art directed by Ben Priest and Brian Campbell,
directed by Paul Gay and produced by Outsider. Photography was by Benoit
Holme. Media planning and buying was by BLM Media.