This sweet campaign shows how a bit of R&R can turn families into their best selves

Tom Tagholm directs thoughtfully-scripted campaign for Center Parcs resorts

Published On
Jan 09, 2019

Editor's Pick

European holiday park brand Center Parcs depicts how a weekend at one of its destinations can turn busy and stressed families into the "best versions of themselves" in its latest set of ads.

Three new thoughtfully-scripted films, directed by Tom Tagholm of Park Pictures, launched over the holiday break in time for the travel industry’s peak booking season. Each is narrated by a different family member: a moody teenage daughter as seen here, a mother and a father.

Each tells how at the park, surrounded by nature and outdoor activities, they morphed from their everyday hardworking, worried or irritable selves into simply a big sister, a mom and a dad, by experiencing something different. For the teenage girl, it was being "queen of the zip wire" for the day. For the dad, clowning around and making a den, and for the mom, simply getting muddy. The tagline is "This Is Family."

The ads are the first work for Center Parcs by VMLY&R’s following a competitive pitch in 2017. Previously, Brothers and Sisters handled the account.

Colin Whaley, sales and marketing director at Center Parcs, said: “Family life is a wonderful thing, but there are lots of challenges too. Children are surrounded by boundaries meaning parents must juggle the demands of work, family and social life and often, have to make lots of compromises. We believe Center Parcs can give all family members the time and environment they need to give their family, the very best version of themselves."


Jan 09, 2019
Client :
Center Parcs
Agency :
Sales & Marketing Director :
Colin Whaley
Head of Brand Marketing :
Rebecca Allinson
Marketing Manager :
Chris Dowse
Chief Creative Officer :
Mark Roalfe
Creative Director :
Jim Bolton
Executive Producer :
Quiche Campbell
Creative :
Amy Fasey
Business Director :
Anna Crabtree
Account Director :
Francesca Stuffing
Strategy Director :
John Scott
Assistant Producer :
Emily Brownlow
Production Company :
Park Pictures
Director :
Tom Tagholm
Executive Producer :
Stephen Brierley
Producer :
Juliet Naylor
Director of Photography :
Mauro Chiarello
Art Director :
Simon Davis
Editing Company :
Editor :
Tim Hardy
VFX Company :
VFX Producer :
Amy Richardson
VFX Artist :
Tom Harding
Colorist :
George K
Sound Company :
Jonny Platt
Sound Company :
Music Company :
Dan Neale
Music Company :
Native Music
Media Company :
Hearts & Science
Account Director :
John Tomlins
Account Manager :
Georgia McNaught
Audience Planning :
Lysette Jones
AV Investment Director :
Gary Sansome
Digital Director :
Anna March
Data & Machine Learning :
Dimitris Korres
Search Marketing :
VP Managing Partner :
Luke Regan
Senior Account Director :
Natalie Slark
Digital Media Director :
Steven Brennan
Business Analyst :
Rocio Melus
Digital Asset Production & Editing :
Neil Rostance
Account Director :
Kate Rostance

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