It's kind of shocking to wake up on an empty beach, but you get used to it. Based on the insight that stressed out city folk take a day or two to adjust to the lax lazy of a proper beach vacation, BETC created this ad for Club Med. Creative direction by Stéphane Xiberras, directed by the young and talented team from Blacktool and shot in the paradise like Club Med villages « Plantation d'Albion » and « LaPointe aux Canonniers », in Mauritius.

Ad agency: BETC

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.