TV ads tread
Marketing expert Steve Dunne gives his verdict on this year’s TV adverts in an unprecedented peaks
T
here are certain things in life that never change: prices rising; politicians not always being
transparent; and travel companies advertising holidays on television during the festive period. But Covid-19 has changed
everything. This peaks period has been notable for its dearth of travel adverts. In past years, the problem with reviewing the sector’s TV adverts for these pages was about who to leave out; this year, the challenge was finding ones to include. And you can understand why. It
takes a certain bravery for a travel marketing director to commission a new advertisement when there is so much turmoil regarding if, and when, people will be able to travel in the forthcoming year. So, I salute those marketing directors who decided not to play it safe but instead commissioned new TV campaigns for this year’s peaks season. The ‘class of 21’ is not big, but should be commended for keeping the holiday dreams of consumers alive in dark and difficult times.
• 14 Steve Dunne is chief
executive of marketing agency Digital Drums
14 JANUARY 2021
ON THE BEACH EVERYTHING’S BETTER ON THE BEACH
For me, this was one of the advertisements of the Christmas season, and possibly one of the best-crafted advertisements I’ve seen on television in many a year. Once again, the On the Beach advert is narrated by, and stars,
US singer and musician Iggy Pop, who this year features in the video. With his distinctive voice overlaid on a haunting, but very
memorable, soundtrack, every one of Iggy Pop’s words will resonate with every person watching. From the opening line of “that was some year” to phrases like
“lockdown loco” and “working from home became sleeping at the office”, every line is a humdinger. Add into the mix the visual of people of all ages, sizes, colours and shapes running in slow motion on the beach towards the ocean and you have a quite brilliant television advert – brilliant for the times, as it talks of hope and better times ahead. And to top it off, the final line – “remember, everything’s
better on the beach” – is the perfect tag line. This advertisement will take some beating, even in
the years ahead.
KUONI GET CARRIED AWAY
I’ve always had a huge regard for the advertising of Kuoni over the years. Its ‘Travel worth talking about’ campaign of previous years was one of the best for me and took travel advertising to new heights in terms of production levels. Rather than stick with its existing campaign, however, Kuoni has
been brave in putting a new creative onto our screens. Its offering this year, with the tag line ‘Get carried away’, reflects on what many of us experienced in 2020. Opening with the scene of an old suitcase in a cupboard looking
suitably sad as it’s ignored, we move to scenes of people looking wistfully out of windows at home and restlessly draped on sofas reading; to glazed-eyed folk starring at their laptops with their mouse hovering over the “leave meeting” button in their virtual conference. The mood of 2020 is vividly summed up. Against a very upbeat and energetic music bed, the advert
segues into scenes of people getting ready for holidays: suitcases are fetched; suntan lotions, passports and cameras are gathered; and holiday clothes are plucked from wardrobes. The sad-looking suitcase is liberated and looks suitably cheered up! This is a feelgood advert that acknowledges what the public have been through and what they have to look forward to.
5/5
4/5
travelweekly.co.uk
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