The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Amy Houston, Senior Reporter

December 20, 2022 | 3 min read

Company is known for short breaks designed exclusively for adults.

Warner Hotels has released a new brand campaign that highlights what could happen if kids took over its adult-friendly holidays.

The tongue-in-cheek ‘A Kid-Free Break’ sees the brand deploy various Hollywood movie tropes in a parallel universe where kids rule the roost. The film’s soundtrack has the same ominous tones used in Stanley Kubrick’s horror ‘The Shining’ and sees a bunch of kids getting frustrated at the lack of ‘fun’ things to do at the hotel.

As the weirdness intensifies, the children multiply and glitch before they finally disappear and calm is restored.

Ben da Costa, chief creative officer at Now, commented: “I love my kids, but not other people’s when they’re kicking my plane seat. With families cooped up together, what better way to remind the adults that there is a place designed exclusively for them than with an extreme imagining of what children at a Warner Hotel might be like? Thank you to our clients for going with us on this child-free rollercoaster. Our ad is funny, surreal and over-the-top, but at its heart, it’s a film that showcases the beautiful Warner Hotels properties and the premium experience they offer to adult holidaymakers.”

Credits

Creative agency: Now Advertising

Grand Central

Sound designer: Munzie Thind

Producer: Martin Critchley

Cheat post-production

Grade: Jonny Tully

Producer: Sarah Banks

Private Island

Director: Chris Boyle

Executive producer: Helen Power

Producer: Amara Rossell

Post-producer: Àine O’Donnell

Director of photography: Ben Spence

Editor: Horia Ionescu

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Creative Works Ad of the Day

More from Creative

View all