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17 January 2020

Logic takes a holiday.

by Andrew MacGregor


First Choice: “Ridiculous” - 30s

First Choice take the TK Maxx route with their 2020 campaign, describing their package holidays as “ridiculously good value”. The accompanying visuals by VMLY&R and director Djawid Hakimyar also take a leaf out of the discount store’s book, ramping up the silliness, flying mermen, and watermelon drums to optimum levels.

One can’t accuse the brand of holding back, as weird and wonderful characters enliven each frame. We particularly like the half-submerged judges who offer scores of nine, ten, and, erm, pineapple respectively. How ‘The Lion Sleeps Tonight’ fits into all this is beyond us though, which may be a quirk too far for some viewers.


Creative Agency: VMLY&R London Ⓦ
ECD: Mark Roalfe
Creative Director: Wayne Hanson / Jez Willy
Creative: Sophie Taylor ♀ Ⓟ Ⓦ / George Robb
Film Production: Partizan Ⓟ Ⓦ
Director: Djawid Hakimyar
Producer: Jason Oakley
Production M'ger: Charlie Scannell
Executive Producer: Jenny Beckett
Cinematographer: Simon Drescher
Production Designer: Wilda Winclair
Editor: Ed Cheesman Ⓦ @ Final Cut Ⓟ Ⓦ
VFX: Paul O'Brien @ Framestore Ⓟ Ⓦ
Colourist: Steffan Perry @ Framestore Ⓟ Ⓦ
Music Supervisor: Rachel Menzies / Dan Neale
Music Licensing: Native Ⓟ Ⓦ

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