TUI-owned holiday company Thomson is rolling out a multi-million pound campaign, which aims to bring to life its new customer promise, Discover Your Smile, and the meaning behind the TUI smile logo.
Created by BMB and set to William Shatner’s version of Bohemian Rhapsody, the TV ad features a worn-out bear called Miles who “discovers his smile” after a cruise to Jamaica.
The 60-second film will debut during ITV’s X Factor on Saturday 20 September, as well as in cinemas across the country from 19 September. A 30-second version will be broadcast throughout September and October before returning to screens at Christmas. Further iterations of the story are due to follow in the New Year.
Jeremy Ellis, marketing and digital director at Thomson, said: “Our new customer promise ‘Discover Your Smile’ emotively sums up what the Thomson brand stands for across everything we do, and is perfectly reflected in our iconic smile logo.
“We believe that a great experience can bring back the very best version of you, which is ultimately what people want from a holiday.”
The film forms part of a major branding building campaign for Thomson to raise the profile of the TUI smile.
It also features outdoor, print, online advertising, video on demand, email marketing, social media and PR.
A new, fully interactive experience zone has also been created and will feature the new ads, a 90 second director’s cut and ‘behind the scenes’ films as well as bespoke content and content generated through the campaign hashtag #mademesmile.