14 JUN 2021
5 MIN READ
This week we have been thinking about the recent arrival of summer. After a long, locked down winter, and a rather dreary spring, June has arrived with blue skies and warmer climes and we are loving it!
Below we detail how brands are harnessing the excitement and enjoyment of summer to connect with consumers.
Summer of Search
Google has launched an uplifting, heartwarming film to inspire the British public to get the most out of their summer. The timing of the launch coincides with restrictions lifting and the promise of school holidays not far off, whilst the creative captures the candid nature of Google searches. ‘How to talk to people’ and ‘what is reopening anxiety’ feature in the spot, creating a sense of intimacy but also inclusion. It also shows the hedonistic highs of the summer to come, such as reuniting with loved ones or Euros 2020 finally kicking off. The campaign also features OOH sites delivering locally relevant content: those of us in Edinburgh can see an excellent execution with a seagull on Seafield road.
With colour-coded chaos and cancellations contributing to UK-wide anxiety about foreign travel, London’s tourist board are trying to attract domestic holidaymakers to the capital. Coastal and rural areas tend to be more popular for sunny getaways, so they are putting £6m behind a campaign called ‘Let’s Do London’ to entice people to the city. The TV and poster campaign will highlight the Van Gogh Alive show, the Southbank Centre’s summer programme, and a variety of summer festivals and exhibitions. With domestic visits at an all time low, it’s hoped that London’s beleaguered tourist economy will begin to make a recovery after the 63% fall in revenue in 2020.
This is not a drill
This is not a drill, ITV tells us with a chaotic TV spot to herald the return of the long awaited, much missed, summer smash Love Island. Filled with attractive, tanned, twenty somethings and a frantic public taking to streets amidst bean bags and sexual innuendos, the spot captures the sheer hype around the huge reality show. It launched on 5 June and is supported with digital out of home.