Premier Inn’s gentle irony gets lost in the noise

We often bemoan the absence of proper campaigns these days but Premier Inn, and agency Lucky Generals, can’t be accused of same.

Premier Inn in their eyes is not a utility but a “great place to start,” in this instance for cycling combo the ‘pedal squad.’ There’ve been lots in the series.

But why are are our withers so resolutely unwrung?

Think it’s because when most UK agencies try mild irony they flag it with thumping rock music that says “big irony!”

MAA creative scale: 5.

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