Comedy actress extraordinaire, Kerry Godliman (After Life, Taskmaster, Derek), is bringing her unique coaching style to the stars of Team GB as they prepare for the Tokyo Games. OK, it’s not for real, but it is very entertaining and that’s good for Haven Holidays whose campaign the series is.
The idea comes from Iris Worldwide, which has been bringing “a breath of fresh air” to Haven’s advertising since 2017. The campaign marks the brand’s partnership with Team GB for the re-arranged Tokyo 2020 Olympic Games, in 2021. In each episode Godliman joins a different Team GB athlete or ambassador while they attempt to embark on a day of relaxation at Haven’s Craig Tara park, in Scotland.
A different Haven activity is spotlighted within each long-form episode, showing that guests can have an actively relaxing holiday – irrespective of their athletic prowess. In episode one, Kerry helps Olympic road cyclist and Rio 2016 gold medallist, Owain Doull, get ‘mentally prepared for gold’ by convincing him to do Haven’s Extreme Drop. Retired Men’s artistic gymnast and Rio 2016 bronze medallist, Nile Wilson, trains with Kerry on a Haven crazy golf course. Kerry teaches Nile about muscle memory and coaxes him to put a golf ball through a lighthouse to give him the ‘competitive edge’ in the second episode. Finally, women’s 100 metre sprinter and 2016 bronze medallist, Asha Philip, is taught how to avoid ‘hitting the wall’ by tackling Haven’s Crazy Climber.
Sarah Chapman, head of brand and marketing at Haven, commented, “It’s our ambition to be the most loved brand for UK coastal holidays and holiday homes. Our sponsorship of Team GB shows people that Haven is a modern British brand they should be proud to consider this summer, packed with activities the whole family can enjoy.”
Tim Ellerton, commercial director at Team GB, stated, “We’re under four months to Tokyo 2020 and the excitement is building with teams being announced and final preparations made, so it’s great to see partners like Haven adding to the buzz with the launch of this fun new campaign. It promises to be an awesome summer of sport and it’s great to share in this excitement with Haven.”
Digby Lewis, creative director, branded entertainment, Iris, added, “With UK staycations on the rise, we needed to capitalise on the moment and show that comedy can be an effective technique to drive positive associations with a brand.”
The films went live on YouTube from April 6, with supporting assets published across Haven’s owned and social channels.
Lead Strategic & Creative Agency: Iris
Executive Creative Director: David Prideaux
Creative Director: Digby Lewis
Copywriters: Andrew Chaplin, Digby Lewis, Peter Maynard & David Prideaux
Group Account Director: Vicky Marlow
Agency Producer: Hannah Wood
Production Company: POPS Production
Director: Andrew Chaplin
Producer: Peter Maynard
Director of Photography: Benedict Spence
Editor: Syd Harvey
Audio: Rich Martin @ Envy
Online Editor: Syd Harvey