On the Beach: advert-body-2 by St Luke's

Following the announcement of the agency’s appointment in November, St Luke’s have launched their first multi-channel campaign for On the Beach, to introduce its new positioning and the brand line “Lounge on".

The launch campaign will feature 1 x 30” TVC, 2 x 10” TVCs, 2 x 30” radio spots, digital banners, and London focused OOH.

The 30” TVC uses comedy to show how, from the moment you book with On The Beach, you are already in holiday mode. In the ad we see a man relaxing throughout the whole holiday process; he makes his booking during his commute, goes through the airport, arrives at the hotel and finally enjoys a glorious beach with his family all while stretched out on a sun lounger. To emphasise how effortless the process is for the holiday-maker, the TVC moves through all the locations using one continuous shot.

The spot closes with the line “Lounge On Beach Lover, Lounge On” and is voiced by actor Will Mellor, who also features in the radio ads.