Premier Inn has launched a £15 million campaign featuring the brand ambassador, Lenny Henry. Rainey Kelly Campbell Roalfe/Y&R created the campaign – Premier Inn’s biggest to date – which comprises a TV ad supported by press, outdoor and digital activity. The TV spot shows Henry relaxing in a Premier Inn bed that changes locations – including a forest and a train station – as he talks about the brand’s commitment to giving customers a good night’s sleep. The comedian has been appearing in Premier Inn’s commercials since 2008. The ad was written by Rich Fox, art directed by Jamie Woodrington and directed by James Griffiths through Moxie Pictures. Post-production was by The Moving Picture Company.
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