‘You first’ is the right message for the me generation. And when it comes to a hotel stay, everyone joins the me generation. So, after JWT got the idea right, it went to work on the execution. It didn’t create a stunt. It didn’t do a music video. It didn’t write a story about being first with a bit of Crowne product placement stuck here and there.

Someone at JWT had either discovered in a dusty old awards book how effective a surprising interaction between a simple image and a simple statement can be. Or is old. This campaign uses the rules of great advertising we all applauded before adland went mad on gadgets and activations. Words can be so compelling, can’t they?

David Masterman, creative director at JWT London explained the content, “It’s the Crowne Plaza brand’s attention to detail that sets them apart, so we wanted to hero the little things that make a big difference to their guests’ stay. A complimentary apple isn’t just an apple, it’s the little energy kick behind a moment of inspiration.”

The following may well be a direct lift from an old book of rules of great advertising (via JWT’s case study). But it’s too good not to re-print.

“The campaign directly addresses the audience by not only talking about the features, but also about the benefits that they have. Each execution juxtaposes two seemingly unrelated elements to demonstrate how the features enable guests to feel at their best. Moreover, the witty headlines and the clean, considered aesthetic of the JWT London campaign reflect the uncomplicated intelligence of the brand’s products and services.”

Claire Chapoulet, brand director for Crowne Plaza Hotels & Resorts and Intercontinental Hotels & Resorts, Europe commented, “We’re excited to be launching our first Crowne Plaza campaign in six years, and the first campaign in our brand’s history that talks directly to our commercial audience. We’re really proud of the creative work, and feel it communicates clearly and intelligently what our brand is all about – helping our guests get the best out of their day by putting them front and centre of everything we do.”

Creative credits:

Creative agency: JWT London

Executive creative director: Russell Ramsey

Creative director: David Masterman

Art director: James Hobbs

Copywriter: Jeremy Little