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Editor’s Pick. Thomas Cook ‘Teddy’ with Jamie Redknapp

Agency: (Beta)

Client: Thomas Cook

Thomas Cook has launched a brand TV advert featuring Jamie and Louise Redknapp – that builds on the company’s famous line “Don’t Just Book it. Thomas Cook it”.

With new research showing that British holidaymakers, in 2010, place their overseas summer holiday as their most important annual purchase, the new campaign aims to bring to life the thousands of little ‘its’ that go into every Thomas Cook holiday.
The advertising campaign, created by (Beta) for Thomas Cook, encompasses 60” and 30” TV executions, supported by a comprehensive programme of cinema, press, radio, online and POS.

The TV schedule is not limited to brand ads and, this year, is joined by a series of 20” TV spots that are particular to some of Thomas Cook’s most popular destinations.

The commercials, created by Robert Campbell and directed by Andy Morahan, show Jamie and Louise in a series of holiday scenes - on the beach, swimming, sunbathing, having a romantic meal.

The voiceover, delivered by the couple, describes a series of actions or activities relating to an unknown ‘it’: “We dream about ‘it’. We research ‘it’.” “We lose weight for ‘it’. We can’t wait for ‘it’.” “We chill out on ‘it’, we fall in love on ‘it’.”  And at the end of the ad, ‘it’ ‘it’ is the perfect holiday.

The commercial ends with the line, ‘Don’t just book it. Thomas Cook it.’ and features the Morcheeba track ‘The Sea’.
“The campaign tells the story of the ‘its’ that only we can do. At the most important time of the year for the holiday industry, we are delighted to have such a memorable campaign that will resonate with holidaymakers as they look towards booking their holiday in 2010,” said Marketing Director at Thomas Cook UK & Ireland, Michael Johnson.
“Further, we want to make it clear to our customers that we have very competitive and compelling offers as well as the trust and security they can expect from Thomas Cook.”

“We also want to make it very explicit that we have some exciting places to go in 2010 with enough spectacular imagery and destinations to cut through the winter gloom.”

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