Droga5 London has launched its “I shouldn’t even be here” campaign for Secret Escapes, a website offering luxury travel for less.

Directed by Tim Godsall via London house Somesuch and Culver City, Calif.-based Anonymous Content, three spots are in the initial package, including “Incarcerated” in which a man shares his life story with another guest at a luxury resort. The first gent notes that he “shouldn’t even be here” after the adversity he experienced, having been wrongfully imprisoned.

The man listening to this gut wrenching tale counters that he too shouldn’t be at the luxury resort–but he is anyway thanks to up to 70 percent cost savings from Secret Escapes.

David Kolbusz, chief creative officer, Droga5 London, said: “Thanks to Secret Escapes, luxury travel is no longer just for the loaded. Now everyone can afford these extravagant holidays. With the help of our talented director–Tim Godsall–and a sensational cast, we were able to bring this message to life.”

The campaign launches in the U.K, and Germany, running on TV and online video.

Credits

Client Secret Escapes Agency Droga5 London David Kolbusz, chief creative officer; Steve Howell, executive creative director; Ed Redgrave, copywriter; Dave Wigglesworth, art director; Farah Dib, strategist; Peter Montgomery, producer; Hannah Gant, production assistant. Production Somesuch, Anonymous Content Tim Godsall, director; Lou Hake, exec producer; Louise Gagen, producer; Marketa Husecka, production manager; Darko Suvak, DP. Editorial Work Post Bill Smedley, editor; Winne O’Neil, producer; Louise Robinson, edit assisstant. Sound String and Tins Mike Bamford, sound engineer. Postproduction ETC Jon Purton, producer; Giles Cheetham, Flame, Lewis Crossfield, colorist; Tane Welham, Taran Spear, 2D

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