First Choice enlists Joan Collins for foul-mouthed holidays rant

Online travel agency First Choice has enlisted Hollywood legend Joan Collins for a risqué new campaign that challenges the ‘modern generation’ to say f**k y** to dodgy holiday plans.

Developed by creative agency The Prophets, the campaign will be centred around a 90-second hero film in which Collins share the good news about First Choice’s Holidays Flex Scheme, which allows people to request a full travel refund up to 48 hours before departure.

Aimed squarely at Gen Z and Millennials, the TikTok-focused campaign is informed by the insight that 80% of young Brits prefer to avoid conflict by going along with unwanted holidays.

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“We know that sometimes plans can change and there’s nothing worse than being locked into a trip that just doesn’t suit you anymore,” First Choice managing director, Bart Quinton Smith said.

“Dame Joan Collins is a powerhouse in personal boundaries, and we hope this campaign and the First Choice Flex product will empower travellers to say no to anything but the trip they really want.”

As Joan Collins very aptly summarises: “Life’s too short for holidays from hell”, and that is why in her foul-mouthed rant she urges the social media generation to stand up for themselves by using the travel firm’s flexible cancellation scheme.

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