To showcase how affordable First Choice is for holiday vacations, the brand has repositioned itself away from expensive all-inclusive packages in favor of wallet-friendly customizable deals with it's new "ridiculous" commercial.
The commercial shows a family on holiday enjoy fun in the sun and discussing the "ridiculously" cheap price offered by First Choice. To think it was just £299 each for our First Choice holiday," the husband tells his wife. The son of the couple then blows into a shell and starts an over-the-top display of tropical fun including a male mermaid, a drummer emerging from the water, and more. This scene is set to 'In the Jungle' by Tight Fit and the video ends with the voiceover ‘Ridiculous deals need ridiculous adverts.’