Butlin's has revealed its new TV ad fusing storybook-style animation with the viral hit “Trololo”.
The TV campaign is Butlin's first ad since December 2011 and links back to the original brand values of founder, Sir Billy Butlin.
Created by Now with media planning and buying from MEC, the 40” commercial will air on Boxing Day (Wednesday 26 December) and will run until 31 January 2013. 30” and 10” DRTV ads will also run throughout the year.
Debuting during the ad break of ITV’s lead soap Coronation St, the ad is expected to reach an audience of around six million viewers.
Taking inspiration from the Shakespeare line Sir Billy Butlin originally borrowed: “Our true intent is all for your delight”, the ad tells the story of a family getting their sparkle back at Butlin's. To capture the spirit of the brand the ad has been designed as a short film featuring a series of illustrated animations produced by Psyop in LA, led by director Laurent Ledru.
Butlin's head of brand, Rachel Kepinska-Smith commented: “We are always looking at new and surprising ways to show British families how our resorts can help them make the most of family time and give them their sparkle back.
“For our 2013 ad, we’ve continued to innovate by combining cutting-edge animation with a completely unexpected soundtrack to bring to life the positive emotional impact that a visit to Butlins has on families.”
Kirsty Dunsmore, account director at Now, added: “The new campaign marks a step change in Butlin's marketing
“We’ve tried to communicate Butlin's timeless family values through an animated style which captures the feeling of the brand experience, with an endline which explains how Sir Billy Butlin’s founding beliefs are alive and well in the much changed modern resorts.”
A ‘making of’ video will be added to the Butlin;s site and social media, online campaign activity is set to include a Twitter campaign using the hashtag #Trololo to generate engagement.