Why TUI's "Packed Differently" Campaign Unpacks Big Results

TUI’s latest campaign, “Packed Differently,” is more than a playful parade of talking luggage—it’s a masterclass in how to make advertising both entertaining and effective.

Let’s be clear: this campaign isn’t selling sunshine. It’s selling certainty. And it does so brilliantly.

Big Idea, Small Suitcase

Leo Burnett UK brings back Happy Bag, a lovable, animated character who embodies the spirit of a carefree holiday. But this isn’t just about charm. It’s about clarity. The campaign spells out the advantages of booking with TUI in a way that’s both delightful and direct.

Swim-up suites, private Jacuzzis, pillow menus – tangible touches of luxury.
20kg luggage allowance – a practical, generous inclusion.
Certified kids clubs – peace of mind for families.

These are real, specific benefits. Not vague promises, not abstract ideas—just clear reasons to book.

Emotion Meets Practicality

The campaign’s strength lies in its balance of heart and logic. The cheeky bags bring humor and warmth, but they also deliver real information. Every viewer walks away knowing exactly why TUI might be the smarter choice: because it’s easier, better equipped, and more thoughtful in the details.

Each of the three short films is laser-focused on a different audience segment. One speaks to comfort-seekers, another to practical packers, and the last to families. This isn’t random storytelling—it’s structured messaging.

The Puppet That Punches Through

Shot at the Sensatori Coral Sea resort in Egypt using real puppetry rather than CGI, the visuals are as memorable as the message. The handmade quality adds a layer of authenticity and charm—something that stands out in a sea of polished sameness.

In Summary:

“Packed Differently” isn’t just clever—it’s calculated. It’s creative built around benefits. It sells by being specific. And it connects because it knows exactly who it’s talking to.

CAMPAIGN TITLE: ‘Packed differently’

CLIENT: TUI UK

ADVERTISING AGENCY: Leo Burnett

CCO: Mark Elwood

CREATIVE DIRECTOR: Mark Franklin

SENIOR CREATIVE: Laila Milborrow & Dave Parker

CONTENT CREATIVE LEAD: Lucie Torcikova

SENIOR CONTENT CREATIVE: Jack Hyslop

CHIEF PRODUCTION OFFICER: Emily Marr

PRODUCER: Kate Reynolds

CONTENT PRODUCER: Kinga Wojciechowska

BUSINESS LEAD: Ruth Stasiak