The campaign, which breaks next week across regional radio, newspapers, direct mail, radio and e-mail, promotes an offer inviting families to take a child for free.
One press ad shows two children - one is tanned and happy, the other pale and grumpy because he was left behind.
The mailpack includes a spinner with space for each child's name to be written in, to be used to choose which child can go on holiday.
The radio campaign comprises three ads. One features a father tossing a coin to decide which child to take, while the second has an adult posing as a 13-year-old at a check-in. In the third, a man on a speed date tries to skip the dating to go straight to having children.
The ads were written by James Vigar and Simon Robinson. They were art directed by Christina Lucke and Jamie Tierney.
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