Creativity

Vacationers Spin Wild, Heroic Tales in Droga5's Campaign for Secret Escapes

Ads for Travel Brand Promote Discounted Five-Star Breaks

By Alexandra Jardine. Published on Aug 10, 2017

Editor's Pick

If you've ever been stuck on a long flight or a ski chairlift next to a stranger who can't wait to tell you their life story, a new campaign for luxury vacation brand Secret Escapes will strike a chord.

Ads from Droga5 London see people confide in fellow vacationers at a lush resort, delivering lenghty, ridiculously over-the-top stories starting with the words "I shouldn't even be here."

One woman, seen here, tells how she was ambushed by a wolf, and survived to tell the tale. "My eyes filled with fire and my teeth sank into the beast," she explains dramatically.

Another guy regales a fellow sunbather with the story of his kidnap by pirates, and one guy recounts a dramatic tale of wrongful imprisonment over a cocktail. In all the scenarios, the listener responds that they "shouldn't even be here" too -- but in their case, it's because they feel lucky to have gotten 70% off on their vacation. Secret Escapes is a members-only flash-sale site for four and five-star hotels and vacations.

Tim Godsall at Somesuch directed the spots, which are beautifully scripted and performed, if slightly over-long. The campaign is running in the U.K. and Germany, running on TV and online video.

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About

Credits

Date
Aug 10, 2017
Agency:
Droga5 London
Chief Creative Officer:
David Kolbusz
Client:
Secret Escapes
Executive Creative Director:
Steve Howell
Copywriter:
Ed Redgrave
Art director:
Dave Wigglesworth
Group Account Director:
Lucy Murrary
Account Manager:
Callum Raines
Strategist:
Farah Dib
Producer:
Peter Montgomery
Production Assistant:
Hannah Gant
Director:
Tim Godsall
Production Company:
Somesuch
Executive Producer:
Lou Hake
Producer:
Louise Gagen
Production Manager:
Marketa Husecka
Director of Photography:
Darko Suvak
Editor:
Bill Smedley
Edit Company:
Work Post
Producer:
Winnie O'Neil
Edit Assistant:
Louise Robinson
Sound:
String and Tins
Sound Engineer:
Mike Bamford
Post Production:
ETC
Producer:
Jon Purton

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