{"id":14422,"date":"2022-01-04T18:02:40","date_gmt":"2022-01-04T18:02:40","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&p=14422"},"modified":"2022-01-04T18:02:40","modified_gmt":"2022-01-04T18:02:40","slug":"saga-experience-is-everything-2","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/saga\/saga-experience-is-everything-2","title":{"rendered":"Saga ‘Experience Is Everything’"},"content":{"rendered":"
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Saga<\/b>, the UK’s specialist in products and services for people over 50, launches a new TV advert, that seeks to evoke fond memories of holidaying in the \u201870s. The latest film, by <\/span>VCCP London,<\/b> is designed to hero the Saga boutique cruise product, whilst reminding its audience of how holidays have changed (for the better!).\u00a0<\/span><\/p>\n

The integrated campaign <\/span>was devised by <\/span>VCCP London,<\/b> in partnership with <\/span>VCCP Media, VCCP CX<\/b> and<\/span> Someone<\/b>, and\u00a0recalls wry memories of \u2018nostalgic\u2019 car journeys, \u2018romantic\u2019 town hall dances and \u2018relaxing\u2019 days by the pool \u2026 albeit sometimes in a rainstorm. The new 30\u201d hero film, will broadcast on 3 January, 2022 and is the latest creative in Saga\u2019s <\/span>\u2018Experience is Everything\u2019<\/span><\/i> strategic brand relaunch which took place in October. The new creative will be accompanied by social, digital and print.\u00a0<\/span><\/p>\n

The new creative features Saga brand ambassador, Nicholas Farrell (The Crown, Torchwood) once again, who wholeheartedly embodies the \u2018Generation Experience\u2019 attitude of the Saga brand. The classical and sharp creative is set on board <\/span>Saga\u2019s newest ocean cruise ship, \u2018Spirit of Adventure,\u2019 and showcases the incredible d\u00e9cor, food and entertainment that can be found on board.\u00a0<\/span><\/p>\n

The film opens with Nicholas walking whilst taking a drink from the ship\u2019s North Cape Bar, where he then stops to gaze outside and warmly reflect back in a savvy fashion (and with a couple of raised eyebrows) on those holidays of the past. The film then cuts to remade footage from the \u201870s of children swimming in the rain, grumpy kids begrudgingly posing for family photos, car breakdowns and holiday park tribute bands (we\u2019ve all been there!). The film then returns to the Saga cruise ship where Farrell can be seen relaxing at a table with his wife, whilst tucking into some delicious canap\u00e9s and soaking up the social atmosphere on board \u2018Spirit of Adventure.\u2019 <\/span>\u201cWell, those were the days\u2026\u201d <\/span><\/i>he says before turning to his wife with a raised eyebrow, <\/span>\u201cweren\u2019t they?\u201d.<\/span><\/i> The voiceover concludes \u201c<\/span>Boutique cruises for those who deserve a bit of luxury\u201d<\/span><\/i> with the final titles reading: \u2018<\/span>Saga. Experience is Everything.\u2019<\/span><\/i>\u00a0 <\/i><\/b>\u00a0\u00a0\u00a0\u00a0\u00a0<\/b><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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Stuart Beamish, Saga Group Chief Customer Officer, said<\/b>: <\/span>\u201cWe launched our new \u2018Experience is Everything\u2019 campaign in October and it couldn\u2019t be truer when it comes to travel.\u00a0<\/span><\/i><\/p>\n

\u201cOur customers know what they like because they\u2019ve been there and done that, from backpacking student adventures, exotic honeymoons and holidays with a young family to modern day adventures.\u00a0 To celebrate all their experiences, our ad reflects back wryly on those memorable 1970s breaks versus the luxury of our Saga boutique cruises today.\u201d<\/span><\/i><\/p>\n

Jim Thornton, Executive Creative Director VCCP London <\/b>noted: <\/span>\u201cWe had so much fun making this, recreating classic holiday scenes from the 1970s in all their miserable detail. It\u2019s hard for anyone under 50 to appreciate just how different the world was: cars broke down, the corners of the UK were as exotic as holidays got, and the weather was always terrible.\u00a0<\/span><\/i><\/p>\n

But for those of us who actually experienced the \u201870s, it’s safe to say whilst we’ll remember these holidays forever, we’re also seriously glad to pack them away in our memory box. Holidays now are more on par with Saga\u2019s brand-new luxury cruise ship, which is the perfect place to enjoy all the benefits the post-1970s world has to offer. Like great food, the internet, and staff who aren\u2019t permanently on strike.\u201d<\/span><\/i><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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