Christmas Elves Let Loose in TUI's First Ever Festive Ad

TUI, the largest global travel and leisure company, has today launched its first Christmas campaign complete with Elves, Santa and sunshine. Created in partnership with Leo Burnett, the advert will first air during prime-time TV slots on ITV Breakfast during ‘Good Morning Britain’ at 06:55am (30-second edit) and 07:20am (60-second edit) as well as on Channel 4 later that evening, during the final of ‘The Great British Bake off’ and ‘I’m a Celebrity Get me Out of Here’.

A first from TUI, the short film tells one of the greatest untold Christmas Stories - what happens to the Elves after Father Christmas flies off to begin his deliveries?

After months of preparing for the big day, a group of elves are seen standing by a window emotionally waving goodbye to Santa on his sleigh, before the play button is hit by a fellow elf in a Hawaiian shirt and the famous Ricky Martin soundtrack is played, Livin' La Vida Loca. The elves’ next chapter begins where they board a TUI flight and are whizzed off on a two-week, sun-soaked fun holiday with the whole gang – even ignoring Santa’s call.   

The advert has been created in partnership with Leo Burnett. The creative agency also developed the strategy, creative idea and execution with Rogue producing the advert and EssenceMediacom delivering media planning and buying. Broadening TUI’s appeal, the film engages their target audience in a new and innovative way, whilst showcasing the brand’s promise: Live Happy.   

In addition to the festive film, the elves will be taking over TUI’s social channels during the festive period as they share ‘holiday elfies’ from their trip. There will also be a competition on TUI’s social channels to give away 12 TUI holidays to lucky winners, and there will be an ‘Elfie AR Filter’ available to use across Instagram and Facebook.   

Sara Ali, director of brand and content at TUI UK&I, said, “Shaking up the yearly offering of Christmas cliches, our first Christmas campaign celebrates the feeling of downing tools and soaking up some much needed ‘me-time’. We are always looking for different ways to engage with our audience as part of our Live Happy promise, so we’re very excited to spread some festive cheer this year. During, what can be a particularly busy but special time of year for many, it’s a time to start dreaming of their next adventure to enjoy with family and friends, creating their own life enriching moments together.”   

Award winning London based model-maker, Andy Gent from Arch Model Studio, created each of the ten bespoke puppet elves. With over 25 years of experience in puppet making, set building and character creation, he as an extensive credit list including Wes Anderson’s ‘Isle of Dogs’, ‘Fantastic Mr. Fox’, ‘The Grand Hotel Budapest’ and Tim Burton’s ‘Corpse Bride’. Director Alex Boutell from Rogue Films bought the shoot to life on the ground. He’s best known for his work with the Channel 4 spots including ‘Complaints Welcome’ and ‘Altogether Different’ as well as the singing ‘Beautiful’ Great British Bake-Off spot.   

Chaka Sobhani, chief creative officer at Leo Burnett UK and Global, said, “We all know how hard Santa works but what about all his little helpers? Surely they deserve a well-earned TUI holiday for all their efforts! This is the first ever Christmas ad for TUI and we wanted to make sure the joy and happiness we all feel on our holidays was reflected in our elves adventure as they head for the sun with TUI, relax by the pool, enjoy a massage and even find love. As we enter the cold winter months, we hope this campaign gives us something to look forward to and plan for the summer.”