TUI

Your Holiday Wingman

This ad was created to position TUI is more than a booking platform. Instead, its shown as a confident, easygoing presence that has your back from the moment your holiday begins. 

The Idea

Travel marketing often swings between two extremes: glossy perfection or logistical overload. This idea sidesteps both by reframing the brand's role entirely. TUI isn't the star of your holiday, it's the wingman. 

The choice of a goose is intentional. Geese know when it's time to leave. When the seasons change and the temperature dips, they head somewhere warm and cozy. That instinct became the metaphor. TUI is the presence that knows when it's time to take off, where to land, and how to make the journey feel effortless. 

Why it Works

The line is short, modern and culturally fluent. "Wingman" instantly communicates support without authority or pressure. The visual combines charm and memorability and together, they position the brand as a companion, not a controller, which is exactly how people want to feel when they travel.