Premier Inn has released a new TV ad aiming to show that, whatever the occasion, their hotels are always a great place to start.
The spot introduces the Pedal Squad, consisting of two middle-aged couples, as they start their cycling adventure with Premier Inn. The four cyclists are seen getting fired up in their Premier Inn rooms, which feature kingsize comfortable Hypnos beds, powerful showers and complimentary beverages, in some slow motion scenes that could make viewers believe they are watching an action hero blockbuster, not an advertisement. Finally, they are seen greeting Premier Inn real life team member Sarah Joyner, who’s working as a host and greets them back with a smile before they head out for their bike ride.
The song used in the ad is the 2000 hit single “Hate to Say I Told You So” by Swedish rock band The Hives, from their second studio album, “Veni Vidi Vicious”. This song, internationally known as the Hives’ signature song, was released in the US in February 2002.
Premier Inn continues thus its campaign strategy of introducing real life team members. In a previous ad, directed by BAFTA nominated director Rob Leggatt, revolving around best buddies Chapman and Steele, who are seen starting their day by enjoying the Unlimited Premier Inn Breakfast, Assistant Operations Manager Ross Mallard from Birmingham New Street Premier Inn and Holding Operations Manager Jessica White from Tewkesbury Premier Inn also star.