Warner Leisure unveils new ads and idents with Aesop
Warner Leisure has unveiled two new ads and ten idents with Aesop, as the leisure break provider builds on its ‘Life Begins At Warner’ campaign.
The £1.5m campaign will see the sponsorship idents feature on the newly launched Drama Channel.
“A break with Warner is unlike any other – where-else can you have a short break in the UK, enjoy fabulous live music and dancing, with likeminded people and without children. We tasked Aesop to create a campaign about the people who come to Warner, not just the product experience. Early results have been very encouraging and 2014 should be another record year.” said Matthew Finch, head of marketing for Warner.
The ads show 50-something stay-at-home couple Carol and Colin, and their varied responses to neighbours going on Warner Leisure breaks.
“We strove to create a campaign that would surprise people and challenge perceptions of the brand,” explained Martin Grimer, executive creative director, Aesop Agency. “Communications aimed at an older market are often bland and patronising – we have ignored the generic category tone of voice and delivered a humorous narrative with appeal to the just retired. A campaign that speaks to rather than at.”
The TV ads and idents are part of an ongoing integrated campaign by Aesop for Warner Leisure that includes brand strategy, digital, print, on-site collateral and CRM.
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