First Choice looks for brand awareness boost with ‘brave’ new campaign

First Choice is looking to stand out in the fiercely competitive new year holiday market with a two-minute ad featuring a rapping family helmed by a director who has worked with Beyonce and Ed Sheeran.
The TUI-owned brand is looking to inject a youthful verve into its communication with the spot that it hopes will win it a larger slice of the all-inclusive market, which accounts for about 60% of the package holiday sector.
The ad features a family rapping the virtues of First Choice’s all-