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 鈥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 鈥榥ostalgic鈥 car journeys, 鈥榬omantic鈥 town hall dances and 鈥榬elaxing鈥 days by the pool 鈥 albeit sometimes in a rainstorm. The new 30 second hero film, will broadcast on 3rd January, 2022 and is the latest creative in Saga鈥檚 鈥楨xperience is Everything鈥 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 鈥楪eneration Experience鈥 attitude of the Saga brand. The classical and sharp creative is set on board Saga鈥檚 newest ocean cruise ship, 鈥楽pirit of Adventure,鈥 and showcases the incredible d茅cor, food and entertainment that can be found on board.
The film opens with Nicholas walking whilst taking a drink from the ship鈥檚 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 鈥70s of children swimming in the rain, grumpy kids begrudgingly posing for family photos, car breakdowns and holiday park tribute bands (we鈥檝e 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 canap茅s and soaking up the social atmosphere on board 鈥楽pirit of Adventure.鈥 鈥淲ell, those were the days鈥︹ he says before turning to his wife with a raised eyebrow, 鈥渨eren鈥檛 they?鈥. The voiceover concludes 鈥淏outique cruises for those who deserve a bit of luxury鈥 with the final titles reading: 鈥楽aga. Experience is Everything.鈥
Stuart Beamish, Saga group chief customer officer, said: 鈥淲e launched our new 鈥楨xperience is Everything鈥 campaign in October and it couldn鈥檛 be truer when it comes to travel.
鈥淥ur customers know what they like because they鈥檝e 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.鈥
Jim Thornton, executive creative director VCCP London noted: 鈥淲e had so much fun making this, recreating classic holiday scenes from the 1970s in all their miserable detail. It鈥檚 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 鈥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鈥檚 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鈥檛 permanently on strike.鈥
Saga, the UK's specialist in products and services for people over 50, launched its 鈥楨xperience is Everything鈥 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鈥檚 wider data, digital and brand strategy, which champions what Saga is calling 鈥楪eneration Experience鈥 鈥 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鈥檚 paid leave for new grandparents who work within the business.