Launched ahead of the UEFA Champions League Quarter-Finals, official tournament partner Hotels.com’s TV-led ‘Decent Proposal’ activation rolled out in France, Sweden and the UK in mid-April inspiring soccer supporters to dream up their ideal away football experience.
Rolling out as pandemic restrictions begin to ease in some European countries, the multi-market campaign, developed by creative agency Octagon and sister production company MilkMoney, was led by a hero television commercial that aims to encourage football fans to start planning their dream football trip away.
The spearhead film, first posted on 8 April, introduces viewers to Kelly and Dave who have been together all year through the pandemic and as the narrative arc unfolds Kelly’s decides to propose.
Localised versions of the hero spot, which was helmed by Director Richard Hunter and in the UK was narrated by UK comedian Nick Frost, will air through the final phases of the tournament which will reach a climax on 29 May with the final in Istanbul.
“Football has been an escape for a lot of us during an otherwise incredibly challenging year,” explains Hotels.com Head Of Global Brand, Sponsorships and Partnerships Mike Wolfe. “Hotels.com is here to help fans when they feel the time is right to get back out there. Whether that’s a dream trip away for a UEFA Champions League game, or another travel adventure you’ve been dreaming about all year.”
“It’s been hard for everyone during lockdown. Not seeing loved ones. Only seeing that loved one. It’s enough to test even the strongest of relationships”, added Octagon ECD Josh Green. “So that’s the story of ‘A Decent Proposal.’ Just think of Hotels.com as your couples counsellor. And a football trip away as therapy.”
The campaign was created by Octagon where the team included Executive Creative Director Josh Green, Creatives Kevin Howes, Joe Stuart and Cos Georgiou, Head of Strategy Henry Nash, Planner Ed McKenna, Managing Director Joel Seymour-Hyde, Client Services Director Yoo-Jin Shin, Group Director James Knott, Account Manager Katrina Smith and Account Executive Louise Bradbury.
Production was handled by a group at sister production company MilkMoney which included Head of Creative Delivery Lisa Mesztig, Project Director Tom Ellery, Director Richard Hunter, DOP Beatriz Sastre, Editor Matt Brady, Head of Production Roz Barnfield, Executive Producer Samantha Farrance, Producer Katharine Zopolo, Post-Producer Netti Martin and Production Manager Poppy Davies.
Comment:
The TVC is a continuation of Hotels.com’s ongoing Champions League platform ‘Away Goals’ and it dovetails with the brand’s recent ‘Dream Island’ Champions League activation (also launched in April 2021) and follows on from its August 2020 pandemic ‘No Stadium, No Problem’ tournament activation and its 2019 Eric Cantona fronted ‘Cultural Campaign’ leveraging its Champions Leaguee rights.
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