Thomas Cook’s ad from December 2012 was banned due to being irresponsible and sending negative messages to children.
(Image from http://www.theguardian.co.uk)
As the holiday goers are queuing to jump back on the coach to head back to the airport to end their holiday, a man walks over to the coach and vandalises one of the wheels so the coach cannot go anywhere. It is supposed to match the tagline “holidays you won’t want to return from” as he doesn’t want to go home. He does this act of vandalism in view of children in the queue – this is where the problem arises for it being irresponsible and I agree.
However aside from that it does send a bad message to children about vandalism and bad behaviour, I think it shouldn’t have been aired due to the tagline being useless. Holidays are supposed to be exciting family experiences that are looked forward to all year round, irrespective of who you book with. The majority of people who go on holiday don’t want to return back home due to the good time their having, how does this advert set Thomas Cook aside from the others? The tagline could fit any travel agents.
I think Thomas Cook need to be more creative and think outside of the box. They also need to think sensibly about what they are showing and try not to get an advert banned…again, but also think about what differentiates them from competitors, I think the whole campaign was a poor move from their marketing department. They need to step up if they want more people to consider them for future holidays because they are not a company I’d even recall.