U.K. travel brand Thomson combines Queen's "Bohemian Rhapsody" (voiced beautifully by William "Star Trek" Shatner) with the story of a much-loved teddy bear who is taken on a family vacation to Jamaica in its latest ad. It's a follow-up to Thomson's "Simon the Ogre" spot, which featured a Shrek-like Dad gradually transforming into a regular father by way of his vacation.
In this ad, it's the one-eyed bear who is removed from his day-to-day life of being bumped on the stairs and forced to participate in doll's tea parties, and "discovers his smile" (the tagline of the campaign) as he gets away from it all (and has a holiday romance with a toy pony). It's subtle, but the bear's sewed-on smile -- which also resembles the logo of Thomson's German parent company, TUI -- gradually widens as the story progresses.
The 60-second spot, by Beattie McGuinness Bungay, broke during the season premiere of Britain's "The X Factor" this weekend and a 30-second version will be broadcast through October, with further executions to follow in the New Year.