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Saga Evokes Fond Holiday Flash Backs for Latest TV Ad

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VCCP London and Stink director Ivan Zacharias share a wry comparison between holidays past and present

Saga Evokes Fond Holiday Flash Backs for Latest TV Ad

Saga, the UK's specialist in products and services for people over 50, launches a new TV advert on January 3rd, that seeks to evoke fond memories of holidaying in the ‘70s. The latest film, by VCCP London, is designed to hero the Saga boutique cruise product, whilst reminding its audience of how holidays have changed (for the better!). 

The integrated campaign was devised by VCCP London, in partnership with VCCP Media, VCCP CX and Someone, and recalls wry memories of ‘nostalgic’ car journeys, ‘romantic’ town hall dances and ‘relaxing’ days by the pool … albeit sometimes in a rainstorm. The new 30 second hero film, will broadcast on 3rd January, 2022 and is the latest creative in Saga’s ‘Experience is Everything’ strategic brand relaunch which took place in October. The new creative will be accompanied by social, digital and print. 

The new creative features Saga brand ambassador, Actor (The Crown, Torchwood) once again, who wholeheartedly embodies the ‘Generation Experience’ attitude of the Saga brand. The classical and sharp creative is set on board Saga’s newest ocean cruise ship, ‘Spirit of Adventure,’ and showcases the incredible décor, food and entertainment that can be found on board. 

The film opens with Nicholas walking whilst taking a drink from the ship’s North Cape Bar, where he then stops to gaze outside and warmly reflect back in a savvy fashion (and with a couple of raised eyebrows) on those holidays of the past. The film then cuts to remade footage from the ‘70s of children swimming in the rain, grumpy kids begrudgingly posing for family photos, car breakdowns and holiday park tribute bands (we’ve all been there!). The film then returns to the Saga cruise ship where Farrell can be seen relaxing at a table with his wife, whilst tucking into some delicious canapés and soaking up the social atmosphere on board ‘Spirit of Adventure.’ “Well, those were the days…” he says before turning to his wife with a raised eyebrow, “weren’t they?”. The voiceover concludes “Boutique cruises for those who deserve a bit of luxury” with the final titles reading: ‘Saga. Experience is Everything.’       

Stuart Beamish, Saga group chief customer officer, said: “We launched our new ‘Experience is Everything’ campaign in October and it couldn’t be truer when it comes to travel. 

“Our customers know what they like because they’ve been there and done that, from backpacking student adventures, exotic honeymoons and holidays with a young family to modern day adventures. To celebrate all their experiences, our ad reflects back wryly on those memorable 1970s breaks versus the luxury of our Saga boutique cruises today.”

Jim Thornton, executive creative director VCCP London noted: “We had so much fun making this, recreating classic holiday scenes from the 1970s in all their miserable detail. It’s hard for anyone under 50 to appreciate just how different the world was: cars broke down, the corners of the UK were as exotic as holidays got, and the weather was always terrible. 

But for those of us who actually experienced the ‘70s, it's safe to say whilst we'll remember these holidays forever, we're also seriously glad to pack them away in our memory box. Holidays now are more on par with Saga’s brand-new luxury cruise ship, which is the perfect place to enjoy all the benefits the post-1970s world has to offer. Like great food, the internet, and staff who aren’t permanently on strike.”

Saga, the UK's specialist in products and services for people over 50, launched its ‘Experience is Everything’ brand campaign in October with a focus on changing the way people think about age and showing the more positive side of getting older. The campaign is part of Saga’s wider data, digital and brand strategy, which champions what Saga is calling ‘Generation Experience’ – the discerning, sharp and savvy over-50s who bring a wealth of vibrant life experience to society and represent over a third of the UK population. 

Saga also walks the walk when it comes to its own staff and experience being everything. Earlier this month the travel and insurance provider announced the introduction of a week’s paid leave for new grandparents who work within the business. 

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Client

CLIENT: Saga

Agency

ADVERTISING AGENCY: VCCP London

EXECUTIVE CREATIVE DIRECTOR: Jim Thornton

CREATIVE: Adam Sears

CREATIVE: Ben Evans

GROUP MANAGING DIRECTOR: David Boscawen

BUSINESS DIRECTOR: Molly Moore-Brabazon

SENIOR ACCOUNT DIRECTOR: Ed Loughton

ACCOUNT DIRECTOR: Izi Hutchinson

SENIOR ACCOUNT MANAGER: Tuesday Birmingham

GROUP HEAD OF PLANNING: Andrew Perkins

HEAD OF PLANNING: Christine Asbury

STRATEGY DIRECTOR: Matt Wiseman

HEAD OF TV: Olly Calverley

TV PRODUCER: Rosie Good

AGENCY SENIOR CREATIVE PRODUCER: Gaynor Goldring

DESIGN DIRECTOR: Adam Edwards

AGENCY POST-PRODUCER (SOCIAL MEDIA): Finn Connolly

EDITOR (SOCIAL MEDIA): Mark Singer

DESIGN DIRECTOR: Lee Bodell

AGENCY POST-PRODUCER (SOCIAL MEDIA): Amy Rasmussen

AGENCY PROJECT DIRECTOR (DIGITAL): Laura Woolger

TECHNICAL LEAD: Nate Hulley

HEAD OF DESIGN (DIGITAL): Adnan Lalani

DIGITAL DESIGNER: David Green

BROADCAST AFFAIRS MANAGER: Lucy Greenaway

Media Buying

MEDIA BUYING AGENCY: VCCP Media

CEO: Peter Bennett

CHIEF STRATEGY OFFICER: Simon Jenkins

BUSINESS DIRECTOR: Tess Hulme

ACCOUNT DIRECTOR: Jess Mobbs, Tom Fox

STRATEGY DIRECTOR (MEDIA): Laura Russell

SENIOR BROADCAST MANAGER: Sam Bumford

Production

TV PRODUCTION COMPANY: Stink Films

DIRECTOR: Ivan Zacharias

EDITOR: Filip Malasek

EXECUTIVE PRODUCER: Blake Powell

PRODUCER: Nick Landon

POST-PRODUCTION COMPANY: Selected Works

POST PRODUCER: Alex Fitzgerald

COLOURIST: Ondrej Stibingr

AUDIO POST-PRODUCTION COMPANY: King Lear

SOUND ENGINEER: Jack Sedgwick

TALENT AGENT: The Bourne Consultancy

Stills Production

STILLS PRODUCTION COMPANY: Spandy Films

PHOTOGRAPHER: Lorenzo Agius

PRODUCERS: James Chamberlain/Phoebe Irving

RETOUCHER: Robert Taylor, Taylorlight.com

Branding

BRANDING AGENCY: SomeOne

EXECUTIVE STRATEGIC CREATIVE DIRECTOR AND FOUNDER: Simon Manchipp

ACCOUNT DIRECTOR: Beth Baines

SENIOR DESIGNER: Ian Dawson

Genres: People, Dialogue

Categories: Travel, Booking platforms

VCCP, Tue, 04 Jan 2022 09:16:08 GMT