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."