Alongside the well known radio ads, the online travel organisation Sunweb launched a TV campaign as well. The television ads are a clear extension of the radio concept and also feature Sien Eggers as the sun.
Rather than display cliché imagery of sunny holiday destinations, Sunweb cleverly toys with the Belgian weather instead. The TV ads show everyday situations in poor weather. A woman, for instance, struggles with her umbrella on a windy day; a cyclist gets drenched by heavy rain; etc.
The contrast between the rainy footage and the cheery voiceover of the sun is designed to stimulate the viewer’s appetite for a holiday.