You'll #LoveEveryMinute of adam&eveDDB's Lastminute.com Spot
Lastminute.com is launching its first ever pan-European TV campaign. The new advert will air in the UK, Italy and France starting in June and encourages people to ‘love every minute – live lastminute.com’.
The campaign aims to establish lastminute.com as the travel and lifestyle brand of choice and celebrates the buzz and exhilaration of making the most of every minute, whether away on a city break, a holiday, a night out, or a pampering session.
lastminute.com is already an iconic brand but this campaign looks to further grow awareness of both the brand and its products as well as drive incremental, qualified traffic to its sites and apps across Europe.
The ad, created by adam&eveDDB, launches on 19th June in the UK, airing across wide reaching, high impact national TV channels and popular TV spots in prime time for maximum reach and exposure.
Fabio Cannavale, Chairman of lastminute.com group explains: “This campaign sees us making our most significant brand investment to date across the UK, Italy and France - these three markets combined currently represent 65% of the group’s revenues - and aims to further bolster our competitive position by making lastminute.com the lead brand within the lastminute.com group.
The cinematic and inspirational minute-themed campaign completely reflects our spontaneity and our commitment to inspire and simplify the life of more than 10 million customers travelling with us every year. We provide them with the widest selection and the simplest way to make the most of every precious moment of their life, wherever and whenever they want it.”
The stylish lastminute.com advert, shot in Croatia by director Martin Krejci with the support of production company STINK, tells the story of a couple who live for the moment and cram as many unforgettable moments as possible into just one minute. They move from one experience to the next with exhilaration and awe in this fast-paced, butterflies-in-your-stomach, brilliantly cut journey. The film opens with the two of them walking into a beautiful town square; they look up at the town clock, it’s 11.59 hours, and with a knowing look of anticipation they’re off: to walk through intriguing city street alleys, to dance the tango with the locals before bursting into a gorgeous hotel room, where they jump onto the inviting bed to soak up the luxury. They then step out onto the balcony only to find themselves on the deck of a boat, before jumping off into the sparkling blue sea. They make their way to a stunning beach, where they relax together under a cabana to enjoy a massage. Finally, they wake up and they’re back on the square looking up at the clock and it’s just after 12. They are off again for more magical minutes.
Along with the campaign strapline ‘love every minute’, the new ‘live lastminute.com’ brand tagline is also revealed for the first time in the TV advert, and will now be rolled out across all customer touch points with increased investment in all marketing channels. The multi-million pound brand campaign will be supported by extensive social media activity, centered around the hashtag #LoveEveryMinute, along with PR activations, press ads, CRM and content on site as well as a website refresh, all built around the idea of making the most of every moment.
Chief Creative Officer: Ben Priest
Creative Agency: adam&eveDDB
Creative Director: Frank Ginger, Shay Reading
Executive Creative Director: Ben Tollett, Richard Brim
Planner: Dom Boyd
Media Agency: Manning Gottlieb OMD
Music and Sound
Audio Post Production: Factory
Editor: Bill Smedley at Work
Post Production / VFX
Post Production House: The Mill
Director: Martin Krejci
Production Company: STINK
Category: Holiday , Travel