Tui "Mum" by VMLY&R

Tui is looking to dial up the "emotional storytelling" in its advertising with its second major campaign since rebranding from Thomson last year.

The new spot, which rolls out on Saturday (13 October) during The X Factor, was created by Y&R LOndon prior to its merger with  VML, and shows a mother and sulky teenage daughter arriving at a Tui resort, soundtracked by Someday by The Strokes.