Taking the offbeat route

Thomas Cook skips the scenic locales in its latest campaign on North East travel packages 

Published 5 years ago on Apr 19, 2017 2 minutes Read

“We are not Chinkies or Chinky eyes. We are not Nepalese, Chinese or Thai.” The mellow voiceover blunts the edge of the sharp lines. But it succeeds in attacking the repugnant stereotypes people hold against inhabitants of the North East. Amidst the barrage of travel advertisements featuring scenic locales and astounding discounts, Thomas Cook makes a bold statement urging travellers to ‘Turn what you know around’. “Hence we have used the visual metaphor of starting the ad with an upside down frame. The simple device magnifies the need to change perspective of the viewers,” says Rahul Nangia, creative head, Law & Kenneth Saatchi & Saatchi. Set in a dense forest the ad features a non-distracting yet compelling background score composed by Reuel Benedict. Produced by Lightbox Films, the offbeat commercial is bound to leave a deep impact on a viewer.