On the Beach has unveiled its latest integrated Marketing campaign, ‘Everything’s Better On the Beach’.

The campaign was created by Uncommon, who were appointed earlier this year, and sees the brand move away from ‘the Beach’ character, which has fronted its campaigns since 2017. 

The multi-million pound campaign moves the brand into new visual and strategic territory and aims to grow reach and recognition both offline and online through a multi-channel media plan which sees TV supported through video on demand, cinema, radio, digital and social channels, along with out of home advertising.

The TV adverts feature the iconic voice of renowned singer-songwriter, actor and presenter Iggy Pop. 

A series of ads focus on four scenarios which each tell the comic and unexpected tale of the worst week in someone’s life: from scoring seven own-goals at a school football match to accidentally poisoning people with dodgy baking. 

Alan Harding, marketing director, On the Beach said: “We believe that literally Everything’s Better On the Beach. 

“This campaign focuses on the healing and restorative power that the beach holds, along with its ability to alleviate the host of daily frustrations and scenarios that modern life can throw at us. 

“The series of adverts captures the sense of calm and stillness that can only really be achieved on a beach holiday.”

Uncommon, were appointed earlier this year following a creative pitch process, and have been at the helm of disruption-driving campaigns for ITV, OVO and The Guardian.

Adverts will roll out across all other channels in the lead up to Christmas and throughout early 2020, including key spots across Christmas Day.