A new campaign from U.K. travel website On the Beach centers on the premise that everything seems better on the beach—even your worst nightmare.

The campaign, the first for the brand from Uncommon London, consists of three simple videos outlining different scenarios narrated by the punk icon Iggy Pop, whose croaky voice strums over a quiet scene of the protagonist in question happily asleep on a beach. Jeff Low at Biscuit helmed the spots. 

Sally for example, not only found it her parents have been sleeping with her best friend, they've also been livesteaming it on a website called "Suburban Cowboys" (and the brand actually created this fictional site for real).

Jessica, meanwhile, poisioned a whole bunch of people with cupcakes and has been branded "Evil Cake Woman" online, while John managed to flood his whole street with sewage by flushing a dead goldfish.

The spots all end with the message that it's all OK, now, because they booked a beach holiday and everything is better on the beach.

The campaign broke Friday during ITV’s  X Factor The Band" and will roll out across all other channels in the lead up to Christmas, supported by radio, cinema, video-on-demand and OOH. 

The client team at On the Beach "shared our ambition to really mess with a predictable category," said Nils Leonard, co-founder at Uncommon, in a statement. "One killer shot, with Iggy’s beautiful gravel over the top will stand out a mile in the clutter of Christmas. This campaign is all about creating the space to tell some properly naughty stories. Sometimes, words just win. You can do in a spoken story what you could never do in a picture."