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TUI’s new ‘cheesy’ ad is named ‘Turkey of the Week’
TUI’s new TV advert has been named ‘Turkey of the Week’ by marketing, advertising and media magazine Campaign
The magazine said the ad, which officially launches the TUI brand in the UK, is cheesy and could have been done ‘so much better’.
The magazine’s experiences editor Gurjit Degun said she cringes at the Tui ad, which features a woman singing Chaka Khan’s Ain’t Nobody Loves You Better as she dances through a perfect holiday.
"It’s a cheesy ad with poor singing and dancing – a shame because the strategy behind its rebrand from Thomson, which puts the customer at the heart, is a good idea," she said.
"This badly executed spot could have been so much better and I just have to reach for the remote every time it appears on my TV."
TravelMole contacted TUI for a response but it chose not to comment.
TUI’s multi-million pound name change campaign, which uses the line ‘We cross the ‘T’s, dot the ‘I’s and put ‘U’ in the middle’ has already been mocked by rival Thomas Cook.
Cook produced a spoof video saying: "We’re not changing our name, we’d rather just focus on giving you fantastic holidays."
It signed off its video by quipping: "We cross the ‘T’s,’ draw the ‘K’s’ and put ‘homas coo’ in the middle".
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Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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