TBWA shows Britain at its worst with its Thomas Cook work

Thomas Cook will seek to appeal to UK residents' disillusionment with the Christmas holidays as part of a pounds 3.5 million press and poster campaign by TBWA/London.

Thomas Cook will seek to appeal to UK residents' disillusionment with the Christmas holidays as part of a pounds 3.5 million press and poster campaign by TBWA/London.

A series of posters breaking on 18 December takes a withering look at some of the UK's least appealing features, with the strapline: 'It's time to leave the country.' Included in the campaign's targets are the festive non-favourite brussels sprouts, winter colds, the recent floods and the prospect of the first Monday back at work in 2001.

However, the campaign does not restrict itself to pointing a finger at seasonal disorders. The recent craze for micro-scooters comes in for some rough treatment.

The poster burst will be reinforced by press executions breaking on Christmas Day and radio spots to be broadcast from 1 January. The press ads will follow the same theme but include details on Thomas Cook's price and range of offerings.

The ads were written by Ben Priest, art directed by Brian Campbell and photographed by Simon Mills. Media planning and buying was by Booth Lockett Makin.



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