Advertising agency: Y&R London
Producer: Quiche Campbell
Assistant producer: Emily Brownlow
Creatives: Pip Bishop & Chris Hodgkiss
Business Director: Lucy Taylor
Account Director: Lucy Bugler
Production Company: HLA
Director: Simon Ratigan
Director of Photography: Ian Murray
Producer: Richard Skepper
Editing house: The Quarry
Editor: Bruce Townend
Post production company: The Mill
Synopsis:
TUI UK 60 second advert created by Y&R London, dance onto TV screens showing just how TUI will put the customer centre stage at all times. A fast paced musical treatment to the theme tune ‘Ain’t Nobody Loves You Better’, will appear on every key TV station and within a fortnight will reach 63% of the UK adult population.
An extensive owned-channel marketing campaign kick started in April 2017 preparing customers for the change. As the name change campaign imminently transitions into full re-brand campaign the key aim is to cement the name TUI in the minds of the British public and introduce their brand values which the ‘U in the middle’ advert clearly portrays.
TUI’s marketing campaign builds itself around the slogan ‘We cross the ‘T’s, dot the ‘I’s and put ‘U’ in the middle’. The advert aims to bring to life both the TUI logo and the proposition of putting the customer at the heart of everything, with TUI holidays being built around: personal expert service, tailor-made experiences, handpicked quality hotels, all-inclusive cruising and providing an award-winning holiday airline.
The ‘U in the Middle’ musical advert involved an enormous cast of 45 dancers, 50 extras including TUI staff and over 100 crew to create the sun soaked advert, filmed at the Robinson Club Masmavi hotel in Turkey. The advert was directed by Simon Ratigan and choreographed by Oliver Casamayou who’s CV involves working in theatre and stage work, to adverts for Chanel, Dom Perignon and Chloe to music videos for Kylie Minogue.