Premier Inn's new spot urges you to 'do your thing' and create meaningful breaks

There are many reasons why we might travel and need a hotel for the night. Business trip, city break, comic con... At least that's the theme of Premier Inn's new campaign, made in partnership with Leo Burnett UK, spanning TV, cinema, digital audio, social and radio. It wants to hit home the message that the hotel chain is warm, friendly and welcoming, ready for when you need an affordable stopover, no matter the occasion.

At the centre of the campaign is a 60-second film that celebrates all the reasons people come to stay at a Premier Inn. It tells the stories of various characters, from guests staying for business to a keen bunch of cosplay enthusiasts. And rather interestingly, it was filmed at Premier Inn's all-electric hotel in Swindon, which is powered by renewable electricity.

Directed by Alicia MacDonald and Florence Noble and produced by Missing Link Films, the creative is punctuated by a re-recorded demo of the famous track, It's Your Thing, by the Isley Brothers, encouraging guests to “do what [they] want to do".

On social media, the campaign draws inspiration from the creativity of its followers. Content creators are encouraged to adapt their own unique interpretations of 'Do Your Thing'. This innovative approach, though seemingly daring, is a strategic move by Leo Burnett to foster brand awareness and cultivate an engaged community around the Premier Inn brand.

With Leo Burnett keen to push the message that Premier Inn is welcoming and inclusive, it wanted to ensure the campaign would resonate authentically with everyone, so it partnered with The Diversity Standards Collective on casting and script development.

No matter the channel – television, radio, cinema – the iconic voice of Premier Inn, Sir Lenny Henry, delivers the campaign message: "Wherever you're going, whatever you're doing – do your thing, we'll sort the rest".

The advert also introduces newly developed Premier Inn 'Next Evolution style rooms', which have started to be introduced across newly-built and refurbished hotels from early 2024. The updated style includes a host of new design features, all developed and rigorously tested through guest insight. The rooms shown in the advert also feature the new Silentnight beds, which are now appearing in over 60,000 of the brand's rooms across the UK.