How do you capture Butlin’s as the home of getting stuck in? How do you tell the story and the future of the Butlin’s brand? How do you let millions of families know that Butlin’s is perfect for them? In less than 60 seconds.
Well, here’s how we did it...
We’ve leapt into 2020 with one of our biggest, boldest TV adverts yet. Airing on Christmas Day 2019, our new TV ad shows a side of Butlin’s you might not have seen before. It’s one that’s all about the action, the fearlessness to try new things, the chance to step out of reality and get stuck into a family holiday like no other.
Working with agency Leo Burnett
, our TV ad took months of brainstorming, scribbling, discussing, storyboarding and a whole heap of imagination. With the final plan under our belts and a crisp, blue sky overhead, a 90-strong team of film crew and actors descended on Bognor Regis
in November to begin filming.
The crew moved around the resort over the course of two days, taking over sections of our accommodation
, the pool
, the go-kart
track, the fairground
and backstage areas; all crucial to showing you just what Butlin’s has to offer (and what’s waiting for you!)
We caught up with Dan and Luke, the Creative Directors from Leo Burnett, between takes to find out a little bit more about their roles and what they hope people might think about the ad...
Tell us a little bit about your rolesWe’re involved in all aspects of the TV ad at every step of the way. From before it was even a script, at strategy stage, right through to it being aired. We oversee it all and make sure everything’s on track and that the right decisions are being made for the right reasons.Why did you want to be involved in this production?Butlin’s is one of the great British brands. It’s an institution, for which we have a fair amount of nostalgia. And the opportunity to put it back on the map, in the eyes of the ad-watching public, was very alluring indeed. Reminding people of what Butlin’s is and always has been about, in a way that makes them sit up and take notice, is a creative challenge too good to miss.What was challenging about bringing this script to life?The fact that it solely uses child talent in the main roles. Daunting, but expertly handled by all involved. Oh, and the fact that we were shooting on location, in a south-facing resort, right next to the blustery sea in November.What are you hoping the audience will think about Butlin’s when they see this ad?We hope they’ll forget what they thought they knew about the brand and realise that it is the home of fun family times, right here in the UK.What did you think of Butlin’s? Have you ever been before?For me [Dan] it exceeded expectations. It’s an excellent UK-based family-friendly holiday option.
During filming there were lots of outtakes, outfit changes, hair restyling, snacks, cups of tea to keep warm, and of course a few bloopers (have a giggle at the videos below). And by 10pm on Wednesday night, we had it.
After editing and adding the soundtrack, our TV ad was finally ready to be shared with the world and we couldn’t wait to see your reaction. Here’s what some of you lovely lot had to say about it: