Agency: VML
Date: Dec 2019
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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.’


Agency: VMLY&R

Chief Creative Officer: Laurent Simon

Chairman: Mark Roalfe

Creatives: George Robb & Sophie Taylor

Business Director: Rachel Clapp & Kate Douglas

Account Director: Miriam Goode

Account Manager: Tom Hayward

Strategy Director: Josh Taylor-Dadds

Strategist: Ollie Chakraverty

Agency Producer: Charlotte Davis

Assistant producer: Maddie Ramsay

Designer: Michal Landa

Head of Design: Chris Willis

Production Company: Partizan

Director: Djawid Hakimyar

Director of Photography: Simon Drescher

Producer: Jason Oakley

Production Manager: Charlie Scannell

Editing house: Final Cut

Editor: Ed Cheesman

Post production company: Framestore

Producer: Emma Cook

Shoot Attend: Paul O’Brien

Colourist: Steffan Perry

Sound design: Machine

Lead sound: Alex Bingham

Music Supervision: Native