Lucky Generals finally takes Chris Eubank ‘youth hostelling’ for Hostelworld

Every agency wants clients to think: I’d like some of that. It makes the business of winning accounts rather easier.

In its short life Lucky Generals has established such a reputation, at least with smaller accounts. It’s notably quick off the mark for a start, which is one reason it’s the new agency for Paddy Power. It’s also good at comedy and with people, not the most common attributes among London agencies these days.

For client Hostelworld it’s picked up on a rather odd Twitter-fest going right back to the early days of the Alan Partridge Show, when Partridge, alias Steve Coogan, suggested “youth hostelling with Chris Eubank” to a BBC executive in a desperate attempt to secure a programme commission.

Eubank, of course, is an enduring self-invented brand – with the monocle and the lisp – even though it’s years since he stepped into the boxing ring.

So an obvious ‘spokesman’ for Hostel World in a so-called trailer for a series which may, or may not, appear.

Eubank says: “Up until recently, I had absolutely no idea why people used to mention hostels to me and smile. It was truly an unsolved mystery to me. Youth Hostelling with Chris Eubank has now become a reality, and I’m delighted that Hostelworld has given me this great opportunity to get to know the world of youth hostelling. Finally, albeit a little embarrassed and ashamed, I’m in on the joke 18 years after Alan Partridge pitched it.”

Agencies are always knocking out content of some kind to capitalise on social media this or that.

But this is a proper ad too.

MAA creative scale: 8.5