via shots:
"Following on from the success of Simon The Ogre, London-based agency BMB and Thomson have teamed up again for another touching spot.
Featuring William Shatner’s hilarious spoken word version of Queen's Bohemian Rhapsody, the ad guarantees a smile this Monday morning and proves that even teddy bears need holidays.
Miles the Bear, the film's protagonist, will be available to purchase across Thomson retail shops from November with a percentage of the money going to the Family Holiday Association."
Check out our new TV advert - Thomson Presents A Film About A Smile #MadeMeSmile
Voiceover by William Shatner
Music - Bohemian Rhapsody
Discover Your Smile here - www.discoveryoursmile.co.uk
via communicationcentre.thomson.co.uk
Thomson has today unveiled a multi-million pound integrated marketing campaign which brings to life its new customer promise, Discover Your Smile. For the first time, it puts an emotive brand story behind the TUI smile logo with the aim of making it more famous and ensuring Thomson stands further apart from competitors.
The new campaign builds on the success of the award winning ‘Simon the Ogre’, which introduced the premise that a unique Thomson holiday has the power to transform you back to the best version of yourself.
This year, the TV advert tells the story of a well-loved bear called Miles who has been ground down by everyday life and is stuck in a routine. Miles is noticeably missing his smile before he’s whisked off on a Thomson 787 Dreamliner to the Sensatori Resort, Jamaica where gradually his smile is restored by the luxurious surroundings, fine dining and indulgence of a swim up room.
Created by BMB and set to William Shatner’s version of the iconic Bohemian Rhapsody, the sixty second film will debut during ITV’s X Factor on Saturday 20 September, as well as in cinemas across the country from 19 September. A 30 second version will be broadcast throughout September and October before returning to screens at Christmas. Further iterations of the story are due to follow in the New Year.
The film forms part of a major branding building campaign for Thomson to launch ‘Discover Your Smile’ and raise the profile of the TUI smile. It also features outdoor, print, online advertising, video on demand, email marketing, social media and PR. A brand new, fully interactive experience zone has been created to bring to life the campaign online at DiscoverYourSmile.co.uk and will feature the new ads, 90 second Director’s cut and ‘behind the scenes’ films as well as bespoke smile and destination content and content generated through the campaign hashtag #mademesmile.
Jeremy Ellis, Marketing & Digital Director at Thomson, said: “Our new customer promise ‘Discover Your Smile’ emotively sums up what the Thomson brand stands for across everything we do, and is perfectly reflected in our iconic smile logo. We believe that a great experience can bring back the very best version of you, which is ultimately what people want from a holiday.
“The story of Miles the Bear really brings that sentiment to life, powerfully introducing Discover Your Smile and raising the profile of our very own smile. Our exclusive concept hotels like Sensatori, Couples and Family Resorts, state-of-the-art 787 Dreamliners and years of expertise and friendly service provide genuine reasons to believe and demonstrate that Thomson really is the brand to help customers discover their smiles.”
Trevor Beattie, founding partner of BMB said: “We think Miles the Bear is going to be a star. One-eyed and raggedy he maybe, but he’s out to steal your heart. We’d all like to be the best version of ourselves, and Miles & Thomson show how easily it can be done. Miles won’t be the only one to discover his smile. And if William Shatner’s version of Bohemian Rhapsody doesn’t put a smile on your face, nothing will. Follow the bear, book the holiday!”
Miles the Bear will be available to purchase across Thomson retail shops from November, with a percentage of proceeds going to the Family Holiday Association.
The previous film, Simon The Ogre, won the Silver Film Lions at Cannes 2014
