First Choice: Ridiculously Good Prices by VML

First Choice is positioning itself as a low-cost holiday provider, as it sets up measures to stop it following in similar footsteps to Thomas Cook.

Shifting away from its parent brand - Tui - First Choice has moved away from expensive all-inclusive packages, in favour of cheaper self-catering deals.

To let the world know about its new lower-costs venture, First Choice got VMLY&R onboard who in turn created an ad with equal measures of weird and wonderful.

Set to the catchy tune 'In the Jungle' by Tight Fit, a couple lie sunbathing, basking in the glory of their well-priced holiday. "To think it was just £299 each for our First Choice holiday," the husband tells his wife.

As a young boy blows a conch like a battle horn, the ad then spirals into a vortex of madness. A tiki bar drummer bursts from the pool playing a watermelon drumkit, as a hairy creature drives by on a jetski with a go-go dancer attached. Next a quirky ventriloquist feeds her doll, as a merman shoots from a canon, being marked by a table of judges. The ad ends with the voiceover ‘Ridiculous deals need ridiculous adverts.’