Yes, That's William Shatner Singing Queen's 'Bohemian Rhapsody' in This New Ad

Campaign for U.K. Travel Brand Thomson Invites You to 'Discover Your Smile'

Published on Sep 22, 2014

Editor's Pick

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.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Sep 22, 2014
Beattie McGuinness Bungay
Executive Creative Director:
Trevor Beattie
Creative Director:
Pat Burns
Rachel Miles
Michael Tsim
Agency Producer:
Gill Loftus
Production Company:
Park Pictures
Tom Tagholm
Executive Producer:
Stephen Brierley
Fran Thompson
Production Manager:
Ananda Coulier
Director of Photography:
Martin Ruhe
Model Maker:
Soft Technician/Teddy Bear Wrangler:
Danielle Boyne
Post Production:
Realise Studio

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.