This ad introduces a new campaign for Centre Parcs exploring the power of imagination. The 50-second spot features a family who carve out space in their hectic schedule to spend some quality time with each other, nature, and - of course - robots. Yes, that's right - robots.
As they walk through the forest, they weave a story whose characters emerge around them. A small, zippy cousin of R2-D2 springs from the undergrowth, followed by - amongst other things - the "leaf monster" and a "great forest whale" to the delight of the children involved.
It's beautifully animated. As leaves assemble themselves into a strange creature and sea mammals breach the forest floor, we're reminded that the natural world is a playground for any fertile imagination, young or old.
Presenting Center Parcs as the platform for family experiences rather than an experience in itself is shrewd. We're all familiar with the trope of transmogrification in which a weary creature is restored to its human form via a restful break, so the return to old-fashioned ideas of entertainment seems novel by comparison.
In a world where we're increasingly being made aware of our contribution to climate change, a holiday resort encouraging us to rely on our own minds for amusement sounds healthy, wholesome and eco-friendly. Not bad, given that the family presented could save a bunch of money and just drive out to their nearest forest for the day.