Premier Inn has shared a new spot which shows individuals embracing their personalities in both outlandish and more ordinary outfits as part of its ‘Rest Easy’ platform, ‘Do Your Thing’.
Central to the campaign is the 60-second film made with creative agency Leo Burnett, which showcases a range of characters from businessmen to cosplay enthusiasts, all discussing why they will stay at a Premier Inn.
The iconic voice of Sir Lenny Henry is also brought back across social platforms, with the actor and comedian sharing the campaign’s message: “Wherever you’re going, whatever you’re doing – do your thing, we’ll sort the rest”.
Meanwhile a supporting social campaign takes inspiration from user-generated content, with creators adopting their own interpretations on the theme.
Directed by Alicia MacDonald and Florence Noble, the creative is punctuated by a re-recorded demonstration of the famous track ‘It’s Your Thing’ by the Isley brothers.
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The campaign forms part of the brands ‘Rest Easy’ platform, which sets its approach apart, highlighting the hotel as a beacon of comfort.
“‘Do Your Thing’ celebrates how a stay at Premier Inn makes for a more meaningful trip by enabling people to rest easy,” said Premier Inn UK global customer director Tamara Strauss.
“It’s the reassurance that guests can concentrate on all the other things besides worrying about the hotel that matter to make their trip a success – whatever that might be and leave the rest to us. It’s what we are most passionate about,” she continued.
Leo Burnett UK chief creative officer Mark Elwood added: “With a stay at Premier Inn you know exactly what you’re going to get, a warm welcome, a great night’s sleep and a great breakfast.”
“That means you can just get on and ‘Do Your Thing’ with no worries about your stay, you can just enjoy it. Whether you’re going away on business or to your latest cosplay event, Premier Inn is there for you.”
