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mr morgan its a little harsh to criticise other companies tv adverts when your own tv ads are not, in my opinion, 'memorable', funny or aspirational but do bear a passing resemblance to the old cimema adverts for the local indian restaurant
I hate the new advert. I am not bothered about the lady being pampered and waited on. I hate the song. I hate the way the reps are prancing about & the whole musical aspect is just too cheesy & annoying. BRING BACK THE BEAR! Those adverts had me filling up & stayed in my mind.
it just goes to show what some people think of the hand that feeds them (If you describe someone as fickle, you disapprove of them because they keep changing their mind about what they like or want)
Is this not the right of the customer Phil Bloomfield
These are fair points, although I'm sure TUI will argue that some of those questions are addressed by their new, 'Ain't Nobody' execution which, in it's full 90-second version, gives their end-to-end product the chance to breathe. This shorter 20-second sting needed to leave the viewer with one take-away - the name change from Thomson, and in my view, it achieves that.
To your point about TV needing to take risks and be memorable, I agree to an extent, but it's down to individual preference and that brand's willingness to embrace risk. A quick look at the comments beneath TUI's follow up shows that it's divided opinion - my personal view is that it's pretty, but anodyne, and memorable only for ruining a great song. But I'm also not their core demographic and the bolder, more daring kind of creative that appeals to me is likely going to turn off the kind of customers they want to reach. Nothing like this gets done without months of planning, discussion, focus group feedback, analysis of segmentation data and meeting after meeting after meeting. With production and media costs so high - especially for TV - and so much riding on that investment, it's hardly surprising that margin-poor travel brands, competing for attention in a world where fickle customers have been conditioned to jump from one shiny new toy to the next, take the risk-free pathway and play it safe.