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An ice-cream van's jingle leads one woman away from her humdrum city life an to an exotic beach, in First Choice's new campaign encouraging customers to liberate their care-free side.

Rainey Kelly Campbell Roalfe/Y&R created the spot, which is the first part of a new brand identity for the travel agent and espouses the virtues of booking an all-inclusive holiday. The soundtrack is The Who’s The Seeker.