Premier Inn recruits horror director for new campaign as it looks to ‘avoid cheesiness’

Premier Inn said it wants its new ‘A Great Place To Start’ campaign to avoid cheesiness and help position the brand as “more than just a bed”.
The TV campaign, the first from new agency Lucky Generals after RKCR/Y&R was let go following a pitch in May, tells the lighthearted stories of various customer archetypes including a young mum and a group of scaffolders.
The first ad shows a mum embarking on a rare weekend away with her friends and is set to the Dan Hart