Leading UK Tour Operator Launches All Singing & Dancing "U In The Middle" Musical TV Advert

The first TUI UK 60 second advert created by Y&R, will dance onto TV screens showing just how TUI will put the customer centre stage at all times.  A fast paced musical treatment to the theme tune ‘Ain’t Nobody Loves You Better’, will appear on every key TV station and within a fortnight will reach 63% of the UK adult population. 

An extensive owned-channel marketing campaign kick started in April 2017 preparing customers for the change.  As the name change campaign imminently transitions into full re-brand campaign the key aim is to cement the name TUI in the minds of the British public and introduce their brand values which the ‘U in the middle’ advert clearly portrays. 

TUI’s marketing campaign builds itself around the slogan ‘We cross the ‘T’s, dot the ‘I’s and put ‘U’ in the middle’.  The advert aims to bring to life both the TUI logo and the proposition of putting the customer at the heart of everything, with TUI holidays being built around: personal expert service, tailor-made experiences, handpicked quality hotels, all-inclusive cruising and providing an award-winning holiday airline.

The ‘U in the Middle’ musical advert involved an enormous cast of 45 dancers, 50 extras including TUI staff and over 100 crew to create the sun soaked advert, filmed at the Robinson Club Masmavi hotel in Turkey. The advert was directed by Simon Ratigan and choreographed by Oliver Casamayou who’s CV involves working in theatre and stage work, to adverts for Chanel, Dom Perignon and Chloe to music videos for Kylie Minogue.

Jon Burley, Chief Creative Officer of Y&R said:

“We relished the opportunity to do something bold, celebratory and fitting of a new brand launch. Our aim was to create a campaign that felt fresh and distinctive and clearly landed TUI’s unique offering within the UK travel market.  Thomson has been at the heart of British culture for many years, this evolution in to TUI will offer customers the same great service but open up so much more, it was important that our campaign brought the exciting new future of holidays to life.”

The scale of build for the advert was monumental taking two days to create with exterior plane panels, overhead storage, seats and carpet from one of TUI’s very own Dreamliner’s shipped out to Turkey for the shoot.  Filmed in a room within the Robinson Club Masmavi hotel, a wooden rig was built to hold the side panels up to then recreate the Dreamliner. Clever lighting was employed to look like early morning light on a flight and the iconic aeroplane scene was executed.

The beginning of the advert conjures up the feeling of stepping off the plane on holiday - apprehensive and excited by new surroundings; but as the film goes on the TUI staff help the heroine feel centre stage as she becomes the star of her holiday.

Jeremy Ellis TUI UK and Ireland Marketing Director said:

“The ambitious ‘U in the Middle’ musical advert encapsulates our core mission as a brand – to put our customers at the heart of everything we do.  Crossing the T’s, dotting the I’s and putting U in the middle really brings this message to life and the script and lyrics strongly re-enforce that commitment.  TV is the best emotional medium to bring your brand to life.   Music also is a very powerful creative tool and well-known song gains recognition quickly.  Secondly, if the song lyrics are chosen carefully, they can help tell your brand story. Thirdly, the musical theme is a great/powerful way to bring to life the role our staff members play in the ‘holiday production’. We are the cast members to ensure our customers have the best possible time on holiday, so the musical idea seemed the perfect way to bring the role of our staff to life.”

As well as appearing on key TV channels the TV advert will feature on on-demand sites: 4 on Demand, Sky Go and ITV Player to further target customers who are non-exposed TV viewers and have travelled overseas in the last 12 months. The brand campaign will build awareness of the proposition “We cross the T’s, dot the I’s and put U in the middle” and this will continue to be built on throughout the year. TUI plans to continue to innovate the market with personalised service, quality hotels and hotel concepts, all inclusive cruising and more tailor-made experiences such as tours and multi-centres. 

The spot was directed by Simon Ratigan from HLA.