Travel advertising should be so much fun. Because that’s the holiday lure. On the Beach and Quiet Storm understood that. TV personality, Paddy McGuinness’s relatable charm and wit and a series of zany scripts are getting Brits to feel the holiday mood in cheeky digital videos for online, social and the brand app. The new series steps away from the “happy families” theme of earlier advertising – and the word play that got the brand into trouble last year (more about that further down).
It is the first time McGuinness has starred outside TV and OOH advertising for the beach holiday brand, which moves the campaign beyond the traditional 30-second TV spot into new mediums. He plays the ultimate holiday rep, wearing a casual summer suit in a sun-filled office, dramatising On the Beach’s range of perks designed only for its “Smart Bookers”, from free airport lounges to personalised weather reports, keeping customers excited along the way until departure, and through their holidays.
This second year for McGuinness leading On the Beach campaigns, brings the star into more aspects of the customer journey, across a range of touchpoints, from emails to booking forms. Last year, On The beach took a risk using the closeness of booking and f***ing in McGuinness’ accent. 135 people filed official complaints to the Advertising Standards Authority, but McGuinness set the record straight, declaring he said “booking genius” not “f***ing geniuses”. McGuinness was cleared.
Caspar Nelson, marketing director, On the Beach, stated, “Even if you’re a smart booker there’s quite a bit to remember when you’re getting ready to swap the UK drizzle for a sunlounger. On the Beach customers have the benefit of our app to help them get organised, plus now they’ve got Paddy’s helpful video reminders to make sure their next jolly is smoother than a dolphin’s belly.”
Trevor Robinson OBE, creative director and founder, Quiet Storm, added, “Working with Paddy McGuinness and On the Beach has been a long-standing partnership and genuine collaboration that continues to grow creatively, right through the customer journey. Watch this space for more to come as we love to see Paddy improvising in his trademark style.”
Credits
Client: On The Beach
Marketing Director: Caspar Nelson
Creative Agency: Quiet Storm
Executive Creative Director: Trevor Robinson
Head of Planning: Adele Meer
Art Director: Ben Cashmore
Copywriter: Will Hislop
Account Director: Rob Mathie
Agency Producer: Emily Wolley
Production Company: Quiet Storm
Producer: Emily Wolley
DOP: Charlie Goodger
Editors: Dave Owen & Sam Wakefield
Sound: Virtual Sound
