It is so pleasing when advertising talks to older people as if they were – well, equals…equivalents (intelligent, with a sense of humour, ambitions and curiosity).
VCCP’s new campaign for Saga Holidays, the UK travel brand aimed at the over 50s is, therefore, really quite wonderful. It challenges stereotypes about what older people like to do on vacation by juxtaposing them with what Tailor-Made Travel by Saga offers, delivered most pleasurably with dry British humour by British stage, film and TV actor, Nicholas Farrell.
“The gap between the perception of a Saga holiday and the reality is as wide as the Grand Canyon – which, of course, you can visit as part of a Saga Tailor Made Holiday,” stated Jim Thornton, executive creative director at VCCP.
The 30-second campaign TVC was directed by veteran comedy director, Tony Barry, with 10-second edits in social and digital.
“We know there are many incorrect preconceptions about what a Saga holiday is and the people who take them, so we’re setting the record straight,” stated John Constable, chief executive officer of Saga Travel Group. “Our customers tell us they want exciting experiences in fascinating destinations. They love adventure, culture, wildlife and beauty, which our new Tailor-Made Travel by Saga holidays deliver in spades. We wanted to create a witty juxtaposition between assumption and reality to make that point.”
Credits:
Client: Saga
Agency: VCCP
Creative Director: Jim Thornton
Associate Creative Director: Daniel Glover-James
Business Director: Molly Moore Brabazon
Account Director: Kitty Burroughes
Senior Account Manager: Tuesday Birmingham
Group Head of Planning: Andrew Perkins
Senior Planner: Nathan Velayudhan
Agency TV Producer: Carly Parris
Agency Creative Producer: Gaynor Goldring
Media Planners: Simon Jenkins & Emma Gibbons
Production Company: Creators Inc
Director: Tony Barry
Executive Producer: Verity White
Producer: Sara Cummings
Service Production Company: Monkey Films
Service Production Company Producer: Clare van Zyl
DOP: Jamie Feliu Torres
Editor: Sam Gunn
Post Production Company: Selected Works
Post Producer: Alex Fitzgerald
VFX Producer: Katie Sharpe
Production Assistant: Libby Gandhi
2D Artists: Theajo Dharan & Georgie Ford
Digital Matte Painting: Amber Frisenda
Flame: Dave Wishart
Colourist: Hannibal Lang
Audio Post Production Company: Wave Sound Studios
Engineer: Parv Thind
Audio Producer: Ellie Brandwood
Photographer: Lambro Tsiliyiannis
PR and Social: Headland Consultancy & Amanda Allan Communications Ltd
