Hot on the heels of the announcement that ITV has asked the Government to consider plans for a three-way merger with Channel 4 and Channel 5 that would challenge the BBC’s dominance, Lastminute.com is one step ahead having already united the three in their latest advertising campaign.

Featuring thousands of people all over the world giving a thumbs-up, the ‘Mexican wave’ commercial was broadcast consecutively across the three channels between 9.50 and 9.53pm on Saturday 28th February.

Intended to promote their ‘Do more good stuff’ messaging, the commercial has been followed up with press ads and an online promotion to win tickets and holidays by guessing the number of thumbs up shown in the TV execution.

I like the fact that there is nothing over complicated about this campaign – just a simple idea, done very well. Definitely gets the thumbs up from me.

By Kelly Russell on March 3rd, 2009

Tags: Advertising, Brand marketing, Television