Turkey of the week: On the Beach's sandcastle man is one big 'why?'

Brittaney Kiefer is puzzled by the strategy behind On the Beach's ad campaign.

On the Beach may be aiming to increase beach holiday bookings, but nothing could put me off the beach more than this creepy and bizarre sandcastle character fronting the ad. It instead manages to miss the actual joys of a beach visit and distract from the brand’s purpose. 

Brand: On the Beach
Agency: Cheetham Bell JWT