Crayon gives the all-inclusive buffet the elbow

January sees the launch of the James Villa Holidays 2008 integrated campaign. It kicks off in the UK and Ireland with a 30’’ TV spot, but also includes direct mail, door drops, inserts, press and online activity.

The campaign theme is ‘Go with the flow, not with the masses’. Set to the track Run Rabbit Run the TV ad takes an irreverent look at the difference between a package holiday and a James Villa holiday - the mass scramble for sunbeds and buffets, versus the relaxed, chilled out experience of a villa holiday.

“We wanted to get over the fact that when you have a James Villa holiday you can do your own thing. The ‘package pandemonium’ really does happen.” said Steve Mulholland, Creative Director. “A cracking track in Run Rabbit Run amplifies that frustration and anxiety, like sprinting for the best sunbed or the last of the greasy buffet. Then we held up the James villa experience for comparison. It’s not hard to see which is going to be the more relaxing holiday.”