Ad of the Day: First Choice asks David Hasselhoff to create the 'ultimate summer song'
Our pick of the day stars former Baywatch favourite David Hasselhoff, whom First Choice has tasked to flex his musical muscle in bid to create the ultimate summer song as part of its 'Summer Hoff Music' campaign.
Following on from the brand's 2015 seasonal push, in which it partnered with Spotify to figure out the formula for the perfect holiday song, the travel company now wants to bring the tune to life with the help of The Hoff.
First choice has enlisted Hasselhoff because he's a "summer icon," and has rolled out the tongue-in-cheek promotion via a content series that will folllow the Knight Rider actor in his musical journey from the boardroom to the studio.
Award winning comedy production company Hoot Comedy was commissioned to capture the videos, with the first installment launching this week.
First choice has championed the importance of having a solid holiday playlist for the past few years in its ads, working with some the likes of The Saturdays and Alesha Dixon on previous incarnations of the campaign.
“Music is a key component to making holiday experiences memorable and fundamental to the all-inclusive mix – whether it’s packing, lying by the pool relaxing or running down the beach in slow-mo," said Jeremy Ellis, marketing and customer experience director for First Choice.
"We are excited to be taking our music campaign one step further this year by challenging ‘The Hoff’ to produce the ultimate summer track. David brings to mind memories of sun, sea and sand so let's see if this intriguing collaboration can become the soundtrack to the summer," he added.
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