Travel and leisure company TUI has launched its inaugural Christmas campaign, offering a sneak peek into the post-work adventures of Santa’s elves during the holiday season. Conceived by Leo Burnett and directed by Alex Boutell of Rogue, the advertisement depicts Santa’s helpers boarding an airplane immediately after Santa takes to the skies with his reindeer, embarking on their winter vacations.
Resembling the popular Elf on a Shelf dolls, the elves arrive at a TUI resort, indulging in relaxation by the pool and participating in various activities such as yoga, windsurfing, couple’s massages, beach volleyball, and more. Amidst the merriment, when “The Boss” makes a call, one of the elves interrupts the conversation, resuming the fun by building a sandcastle.
The advertisement concludes with an onscreen greeting wishing viewers Happy Holidays, accompanied by a playful wink from one of the elves. The soundtrack features Ricky Martin’s 1999 hit single “Livin’ La Vida Loca.”
Sara Ali, Director of Brand and Content at TUI U.K. and Ireland, shared insights into the campaign, noting that it deviates from typical Christmas clichés and celebrates the joy of taking a break and enjoying some much-needed “me-time.” Emphasizing TUI’s commitment to engaging with their audience under the “Live Happy” promise, Ali expressed excitement about spreading festive cheer.
As part of the holiday campaign, mischievous elves will dominate TUI’s social channels, sharing “Elfies” of their escapades. A sweepstakes will give 12 lucky winners a TUI getaway, and an “Elfie AR filter” will add a touch of holiday magic to Instagram and Facebook.