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Saga compares today’s holidays with 1970s in new TV ad

Saga is to compare holidays of the 1970s with the holidays of today in its latest TV advert, which is due to hit the screens on January 3.

The over-50s specialist’s Experience is Everything TV advert for its cruise holidays notes customers “deserve a bit of luxury” as it harks back to years gone by. It is the latest part of a campaign the company launched in October to broaden its appeal.

Actor Nicholas Farrell, known for his roles in a 1996 version of Hamlet and 2011 Margaret Thatcher biopic The Iron Lady, reflects back on holidays of the past with a raised eyebrow.

The advert is filmed on Saga’s newest ocean cruise ship, Spirit of Adventure.

It opens with Farrell taking a drink from the ship’s North Cape Bar, and reminiscing: “Experience. A wonderful thing when it comes to planning a holiday. All those unforgettable moments….”

Footage then cuts to a public swimming pool in the rain, a grumpy boy trying to fake a smile for the camera and the family trying to hide from the downpour, as Farrell wryly narrates: “Those relaxing days by the pool”.

A flashback from the 1970s of a broken-down car towing a caravan is accompanied by “all those family excursions” and the film cuts to a bad tribute act on a small stage when Farrell says “romantic evenings under the stars”.

The camera then returns to present day and the back terrace of Spirit of Adventure as Farrell walks towards his wife, who is sat at a table ready to eat.

“Well, those were the days…” he says before turning to his wife with a raised eyebrow, “weren’t they?”.

The voiceover concludes: “Boutique cruises for those who deserve a bit of luxury” with the final titles reading: ‘Saga. Experience is Everything.’

The TV ad from January 3 will be accompanied by social, digital and print advertising.

Stuart Beamish, Saga Group chief customer officer, said: “We launched our new ‘Experience is Everything’ campaign in October and it couldn’t be truer when it comes to travel.

“Our customers know what they like because they’ve been there and done that, from backpacking student adventures, exotic honeymoons and holidays with a young family to modern day adventures.  To celebrate all their experiences, our ad reflects back wryly on those memorable 1970s breaks versus the luxury of our Saga boutique cruises today.”

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