TUI in the travel company’s first-ever Christmas advertising campaign has spread the spirit of holiday seasons have to offer. The brand celebrates an untold story of what happens when the elves finish their Christmas duties.
Created by Leo Burnett and directed by Alex Boutell from Rogue Films, the elves are sharing holiday selfies from their trip. As part of the campaign, TUI is giving away 12 TUI holidays. There’s also an Elfie AR Filter available to use on Instagram and Facebook.
The ad film shows what the elves get up to after Father Christmas flies off to begin his deliveries. The elves go on a TUI flight for a two-week holiday with Ricky Martin’s Livin La Vida Loca playing in the background. The elves also ignore an incoming call from ‘The Boss’ as they continue enjoying their holiday at the TUI resort.
Neil Swanson, TUI’s chief marketing officer, expressed excitement about the campaign. “It’s first for Tui and you don’t usually see travel advertising this early in December. I think it’s a great idea to get ahead of the market and ahead in the race as we approach Boxing Day when everyone traditionally goes big with their advertising campaigns. This year, instead of starting on the start line, Tui will be 10 yards down the track with people already thinking of our brand and thinking of us for their holidays.”
Chaka Sobhani, chief creative officer at Leo Burnett UK and Global, said they wanted to ensure the joy and happiness they all feel on their holidays was reflected in the elves’ adventure as they head for the sun with TUI – relax by the pool, enjoy a massage and even find love. “As we enter the cold winter months, we hope this campaign gives us something to look forward to and plan for the summer.”
Sara Ali, director of brand and content at TUI UK and Ireland, said the advert celebrates the feeling of downing tools and soaking up some much-needed me-time. “We are always looking for different ways to engage with our audiences as part of our Live Happy promise, so we’re very excited to spread some festive cheer this year.” She added that it’s time to start dreaming of their next adventure to enjoy with family and friends, creating their life-enriching moments together.
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