Turkey of the week: Tui's cheesy ad will have you reaching for the remote

Gurjit Degun cringed at the Tui ad featuring a woman singing Ain't Nobody Loves You Better by Chaka Khan as she dances through an ideal holiday.

It’s a cheesy ad with poor singing and dancing – a shame because the strategy behind its rebrand from Thomson, which puts the customer at the heart, is a good idea. This badly executed spot could have been so much better and I just have to reach for the remote every time it appears on my TV.

Title: U in the middle
Brand: Tui
Agency: Y&R London
Client: Jeremy Ellis, Tui UK and Ireland marketing director