On the Beach’s new turn-of-year TV marketing campaign featuring the voice of Iggy Pop is homing in on the restorative and calming effect of beach holidays.

The multi-million pound Everything’s Better On the Beach campaign represents a shift away from the online travel agency’s former ‘the Beach’ sandcastle character featured in its TV adverts since 2017.

In a bid to increase the OTA’s reach and recognition offline as well as online, the company’s TV adverts are being backed up through video on demand, cinema, radio, digital, social channels and out-of-home advertising.

A series of TV adverts, featuring the voice of renowned singer-songwriter, actor and presenter Iggy Pop, focus on four different scenarios with each telling a comic and unexpected tale of the worst week in someone’s life.

These range from finding out your best friend has been sleeping with your parents to scoring seven own-goals at a school football match or accidentally poisoning people as a result of some dodgy baking.

Alan Harding, marketing director, said: “We believe that literally Everything’s Better On the Beach.  This campaign focuses on the healing and restorative power that the beach holds, along with its ability to alleviate the host of daily frustrations and scenarios that modern life can throw at us.  The series of adverts captures the sense of calm and stillness that can only really be achieved on a beach holiday.”

The campaign was created by Uncommon, the agency appointed earlier this year and behind disruption-driving campaigns for ITV, OVO and The Guardian.

Lucy Jameson, co-founder, Uncommon, said of the campaign’s focus: “It’s a simple, different and irreverent approach designed to get people planning and looking forward to their 2020 holidays, and designed for how the UK feels right now.”

The adverts were filmed in Portugal by comedy director Jeff Low and are being rolled out across all channels in the lead up to Christmas and early 2020, including some key spots on Christmas Day. The first advert went live on Friday, December 13, during ITV’s X Factor “The Band”.

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