BMB

The Transformative Power Of Quality Time

Thomson

BMB

From Costa del Discount to family fortunes

  • ROMI of £33: 1

  • 8.3% YOY rise in bookings for 2015

  • Record profits for TUI

Our generous idea

When the everyday changes who you really are, let a Thomson holiday transform you back to your very best. As a long-term brand platform, ‘Quality Time’ has been generous enough to give rise to three big campaigns (Kid, Ogre and Miles The Bear) and will no doubt continue to prove fertile for the future.

The work that made the campaign

We all know the feeling: ground down by day to day life and are not quite ourselves. We wanted to show how Thomson – thanks to its carefully designed holidays – offers the kind of quality time that is the perfect antidote. To dramatise this process we took the character of Simon (who starts our epic 120″ spot as an ogre) – and told the emotive story of how he is transformed via the experience of a Thomson holiday into the best version of himself again.

Simon The Ogre had made a strong start in telling the Thomson story of transformation, but we needed another idea to get even more people to understand how great a Thomson holiday really is, and importantly to bring the Thomson brand into even clearer focus. Enter Miles The Bear: a one-eyed, raggedy, but utterly loved teddy who rediscovers his smile on a Thomson holiday. A smile which – funnily enough – ends up looking almost exactly like Thomson’s own smiling TUI logo.

This was our first Thomson TV ad which brought the campaign platform of ‘Quality Time’ to life. Here we reminded people how important it is to spend time with your loved ones, and how a Thomson holiday is integral to making that happen.

Miles The Bear’s journey began without a smile, as a well-loved, but sometimes neglected teddy. But being taken on a Thomson holiday brought it right back. We produced a series of print ads featuring him on location in a handful of Thomson’s incredible destinations around the world.

  • “”Beautifully and carefully considered” - Ad Week”

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  • From Costa del Discount to family fortunes.

  • From Costa del Discount to family fortunes.

  • From Costa del Discount to family fortunes.

See all work