It’s a peaceful early morning at the pool. We hear only insects, the hum of the filter and a ripple as the lifeguard dips her hand. A young boy with a shark fin strapped to his back makes his way through the empty sunbeds.

Suddenly, the tranquility is broken by a booming, energetic drum-and-bass soundtrack, prompting the boy to break out into a dance frenzy. “People say that I’m too loud… I party all the time!”

The action breaks when the boy makes eye contact with the lifeguard. Her playful glance tells him he doesn’t need her permission.

He breaks out more moves, first with the music, then without it — confirming the beats are all in his head. We hear the splash as he enters the water. He swims like a shark. He embodies the true spirit of a holiday in the sun. “Be Bold. You’re On Holiday.”

Thomas Cook is the creator and long-time provider of “package holidays” in European markets. Package holidays have always helped more people go on holiday (take vacations) in new places, with confidence, and at affordable prices.

But today, package holidays have an image problem. They are often associated with cheap deals, predictable destinations and restrictive experiences. Research has also shown there are few perceived differences between brands and offerings.

Thomas Cook is looking to re-take a leadership position by reasserting the core benefits of security and ease, while repositioning the “all-in” nature of package holidays — from “boring utility” to “aspirational service and care.”

The idea is that everyone deserves a break from the effort and responsibility of their daily lives; Thomas Cook will take care of everything while people “let go” and enjoy themselves on holiday.