What do the elves do after Christmas? Well, it’s cold – that’s VERY cold – at the North Pole. So they head off on a sunshine-y holiday and their mood is underscored by Ricky Martin’s, Livin’ La Vida Loca (at least in Leo Burnett UK’s imagination). The fun campaign is for global travel and leisure company, Tui, with the very appealing promise, Live Happy.
Chaka Sobhani, chief creative officer at Leo Burnett UK and Global, commented, “We all know how hard Santa works but what about all his little helpers? Surely they deserve a well-earned TUI holiday for all their efforts! This is the first ever Christmas ad for TUI and we wanted to make sure the joy and happiness we all feel on our holidays was reflected in our elves adventure as they head for the sun with TUI, relax by the pool, enjoy a massage and even find love. As we enter the cold winter months, we hope this campaign gives us something to look forward to and plan for the summer.”
The commercial launched in the UK on ITV Breakfast during Good Morning Britain on November 28, as well as on Channel 4 later that evening, during the final of The Great British Bake off and I’m a Celebrity Get me Out of Here.
In addition to the festive film, the elves will be taking over TUI’s social channels during the festive period as they share holiday elfies from their trip. There will also be a competition on TUI’s social channels to give away 12 TUI holidays to lucky winners, and there will be an Elfie AR Filter available to use across Instagram and Facebook.
Sara Ali, director of brand and content at TUI UK&I, stated, “Shaking up the yearly offering of Christmas cliches, our first Christmas campaign celebrates the feeling of downing tools and soaking up some much needed ‘me-time’. We are always looking for different ways to engage with our audience as part of our Live Happy promise, so we’re very excited to spread some festive cheer this year. During, what can be a particularly busy but special time of year for many, it’s a time to start dreaming of their next adventure to enjoy with family and friends, creating their own life enriching moments together.”
The ten different elves were created by famous London model-maker, Andy Gent, from Arch Model Studio. Gent brought 25 years of experience in puppet making, set building and character creation and credit list including Wes Anderson’s Isle of Dogs, Fantastic Mr. Fox, The Grand Hotel Budapest and Tim Burton’s Corpse Bride, to the project. The commercial as directed by Alex Boutell, from Rogue Films. He’s best known for his work with the Channel 4 spots including Complaints Welcome and Altogether Different as well as the singing Beautiful Great British Bake-Off spot.
Credits:
Client: Tui
Global Brand & Content Director: Toby Horry
Director Of Brand & Content UK&I: Sara Ali
Head Of Global Advertising And Media: Felicity Walker
Global Head Of Creative And Brand ID: Christian Torres
Senior Global Advertising & Media Manager: Jennifer Litherland
Global Advertising Manager: Jessica Briggs
Advertising Agency: Leo Burnett
Chief Creative Officer: Chaka Sobhani
Executive Creative Director: Mark Elwood
Creative Directors: Rob Tenconi & Mark Franklin
Copywriter: Matt Wood
Art Director: Tom Loveless
Planners: Aileen Baker & Beth Mackenzie
Business Lead: Lauren Martin
Account Team: Robert Ellen, Daisy Jackson, Libby Matthews, Selen Demirel & Ruben Forde
Chief Production Officer: Emily Marr
Agency Producer: Dominique Strouthos
Media Buying Agency: Essencemediacom
Media Planner: Mehr Chughtai
Production Company: Rogue
Director: Alex Boutell
Editor: Leo King @ Stitch Editing
Producer: Tom Farley
Post-Production Company: Black Kite Studios
Audio Post-Production Company: Wave Studios
Model Maker: Arch Model Studio
Photographer: Rob Tenconi
