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Premier Inn rings in the new year with high-octane 'Pedal Squad' spot

Premier Inn has chosen the new year to launch the latest iteration of its 'A Great Place to Start' campaign, which looks to show that the budget hotel brand offers more than just a bed for travelers.

The high-octane spot, dubbed 'Pedal Squad', is set to the thumping sound of Hate To Say I Told You So by The Hives and tells the story of a group of amateur cyclists preparing for a big day out.

Highlighting the hotel firm's bike-friendly approach, the minute-long film shows two couples making the most of power showers, complimentary tea and big fluffy beds as they stretch, dress and leave their rooms for a day of biking.

The ad was devised by Lucky Generals, with direction from Rob Leggatt. It is styled to look like a movie trailer, with bold opening credits and glossy camera work.

Lucky Generals was appointed to handle Premier Inn's creative account in 2016 and has been looking to evolve the brand proposition beyond the overnight stopover ever since.

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