What it had to solve
Own the joyful moments customers experience before they even step foot overseas — planning, booking, the airport — with entertaining social content rather than a traditional holiday ad.
The idea
The duo brainstorm what makes a holiday, then sing it: a catchy list-song of holiday moments ending on 'That's what makes a happy holiday!'
How it works
'Happy Jingle' was co-created and co-produced by Leo Burnett UK and Ant and Dec's Mitre Studios, and went live on 8 November 2023 across TUI's and the duo's Instagram and TikTok channels, as part of the Happiness Ambassadors series launched in June 2023.
What it did
The Happiness Ambassadors campaign had amassed 25 million views and counting across all platforms by the time Happy Jingle went live.
Background
In November 2023 TUI released 'Happy Jingle', the latest film in its 'Happiness Ambassadors' campaign with Leo Burnett UK and Ant and Dec's Mitre Studios. The social-first campaign focuses on the exciting moments customers experience before they step foot overseas, from planning to booking to waiting at the airport.
In the film, Ant and Dec brainstorm the essence of what makes a holiday, then turn it into a song listing everything to look forward to: the first step off the aeroplane, the first spray of sun cream, 'a club sandwich and fries', an 'all you can eat breakfast buffet', building to 'a poolside lunch' and the chorus 'That's what makes a happy holiday!'
The wider Happiness Ambassadors campaign launched in June 2023 as a joyful social series, continuing across TUI's and Ant and Dec's Instagram and TikTok channels, with the pair 'dialling up the happy' at every step of the journey.
Why it lands
Ant and Dec's music history makes the jingle format feel like a callback, not an ad brief.
Singing a list of small, shared holiday moments turns a package holiday into collective nostalgia.
Social-first distribution on the duo's own channels reaches families where they already watch them.
Owning the pre-holiday moments — booking, packing, the airport — plants the brand at the emotional peak before travel.
What you can take
Cast celebrities to their own history: a presenting duo with a pop past can sell a list-song as theirs, not as a brand's jingle.
Since then
The campaign continued to roll out across TUI and Ant and Dec social channels; LBB reported no results beyond the 25 million cumulative views.
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