Similarly to previous sessions of our Reel Reviews, we picked the most recent TV ads across the last 12 months.
We asked reviewers to score the ads out of five in ten different categories, from call to action’s (CTA), branding, use of talent, use of emotion and more, plus an extra box where respondents could leave comments.
Secret Escapes
The ad for Secret Escapes was generally well-received, with many viewers noting its premium feel and clear messaging. The creative was praised for being “clear and concise”, with a touch of humour that added to its appeal.
Viewers found the ad engaging and were interested in the offers presented. Many would consider using Secret Escapes and went further stating that they would “recommend it to others”. While the ad didn’t evoke strong emotions, it was still engaging and featured the brand logo and offer clearly and consistently throughout. Many felt the ad did a good job of evoking a happy and light feel, whilst aligning with the brand’s values of offering cheap and exclusive deals.
Overall, the ad was effective in communicating its message and engaging viewers, even if it didn’t leave a lasting emotional impact.
3.3/5
Virgin Voyages
The ad for Virgin Voyages was vibrant and energetic, featuring lots of red, great visuals, and a catchy song that brought the excitement of cruise life to the forefront. The creative showcased desirable locations and conveyed a sense of luxury and fun, aligning well with the brand’s values. However, some viewers felt that the brand name could have been stated more frequently within the ad.
Viewers generally felt happy and informed about what they could expect from a holiday with Virgin Voyages. Despite the lack of a voiceover, which some felt was a drawback for those not fully attentive to the screen, the ad still managed to engage and encourage viewers to check out more about the cruises.
However, the importance of voiceover in an ad cannot be underestimated, and our research shows ads with a clear voiceover are more successful in driving responses and web visits. Overall, the ad effectively communicated the excitement and luxury of Virgin Voyages, making it a strong contender in the market, though it could benefit from more frequent brand mentions and a voiceover for an improved overall score.
3.3/5
Sykes Cottages
Though Sykes Cottages was one of the brands most respondents hadn’t come across before, most viewers appreciated their clear messaging. The music was personalised to the brand which is a great touch to distinguish themselves from competitors, and with repeated exposure, has the potential to be remembered by consumers. However, some felt that the ad could have included more footage of the cottages to enhance its appeal.
Viewers who hadn’t heard of Sykes Cottages before were interested to learn more and would recommend the brand based on the ad alone, which is a great achievement, as clearly the ad succeeded in driving curiosity. The ad was seen as happy and family-friendly, which of course the ad reflected in its use of talent. The brand name was mentioned throughout, which helped in making it memorable and therefore enhancing brand recall.
Overall, the ad made viewers feel informed and excited, with good use of music and branding. While it didn’t stand out significantly, it was still engaging and left a positive impression, encouraging viewers to check out Sykes Cottages and recommend it to others.
3.1/5
Haven Leisure
The ad for Haven Leisure received mixed reviews, with many viewers finding it unclear on the brand until the very last second, which led to a loss of interest. The lack of brand mentions throughout the ad made it less memorable, and some viewers felt it didn’t “resonate with them”, therefore failing to leave a strong impression.
On the positive side, the ad was described as clever, unique, and entertaining, making the company and its services seem desirable. The visuals and storytelling elements were praised for being “relatable” and evoking a sense of familiarity, giving off strong summer vibes. However, the song was found to be annoying by some, and the overall distinctiveness of the brand was questioned.
Haven could tackle this by featuring the brand logo earlier and coupling it with a good voiceover, as most of the other brands on this list have.
Overall, the ad had its strengths in creativity and engagement but fell short in brand clarity and memorability, making it less effective in leaving a lasting impression on viewers.
2.7/5
Voyage Prive
The ad for Voyage Prive’s Uzbekistan campaign received mixed feedback. While it successfully showcased the country’s vibrant culture and attractions, it fell short in promoting the Voyage Prive brand itself. The ad used stunning footage to make Uzbekistan look like an amazing and colourful destination with plenty to do and it succeeded in sparking interest in visiting Uzbekistan, even among those who hadn’t considered it before. The visuals conveyed a sense of luxury, aligning with Voyage Prive’s brand values and target audience – which does tend to be the wealthier traveller.
However, many viewers didn’t realise it was a Voyage Prive ad until the end, indicating that the brand name wasn’t mentioned enough and felt the ad wasn’t “informative enough about what Voyage Prive offers were”.
To improve, the ad should ensure the brand name is mentioned more frequently and prominently throughout. Another thing would be to include more information about what makes Voyage Prive unique and why viewers should choose it for their travel needs. Overall, the ad did a great job of promoting Uzbekistan but could benefit from stronger brand integration to make Voyage Prive more memorable to viewers.
3/5
Neilson Active Holidays
While the ad by Neilson Active Holidays was seen as amusing and had the potential to be memorable, many viewers felt it fell short in clearly identifying the brand. The visuals were engaging, but without knowing who Neilson are, the ad could easily be overlooked by those not fully engaged. Some viewers found the ad clever and memorable yet struggled to connect it to the brand. The fun and happy tone of the ad aligned with the values viewers hold for Neilson, showing what the brand offers to its consumers.
However, the brand name and logo were not featured prominently enough, leading to a lack of brand recognition. Another positive of the ad is that it did a good job in showcasing through the creative the range of activities a consumer could expect to do with them.
Overall, the ad made viewers feel happy and aligned with Neilson, but it could benefit from more frequent and prominent mentions of the brand name to improve memorability. While the ad was fun and memorable, making it likely to be recommended, it needs stronger brand integration to ensure viewers remember Neilson Active Holidays. It would also benefit Neilson to again use a voiceover, if not throughout then at least at the end to help clarify again what’s being offered and what a consumer should do.
2.8/5
