Water and the beach are the essential backdrops that summer TV ads simply can’t do without. Beach vacations are popular not only among consumers abroad, who have the sea or ocean within reach, but also in the Czech Republic. Czechs love the sea and the beach. According to statistics, the total number of trips Czechs made abroad in 2023 reached 7.8 million, of which more than 5 million were for recreation, vacation, and leisure. In 2024, the number was 5.7 million. In 2023, Croatia, with its beautiful beaches, held the top spot as usual, but in 2024, it was overtaken by Italy.
Sun, water, sand
A beach vacation is simply a dream. That’s why turning three simple words—sun, water, and sand—into a powerful visual in an ad instantly transports the viewer to a dream destination in their mind. When a brand places its product into this setting, the advertised item stops being just an ordinary thing. It becomes part of a story we long to experience. The sun, sea, and beach carry symbolism that is irresistible to consumers.
Typical summer ads use bright blue seas, golden sand, palm trees, sun, and rocks that evoke a Mediterranean or tropical vibe. The appeal of an ad can be greatly enhanced by the right soundtrack—tropical music, summer hits, the splash of waves, or the chirping of cicadas. Essential colours include turquoise, yellow, orange, and white. A well-crafted summer ad ensures that consumers quickly immerse themselves in the scene and associate the brand’s product with a pleasant feeling. Ads featuring water and beach themes don’t have to be all the same. Let’s take a look at several ads that successfully capture the carefree spirit of the holidays with the help of water, sun, and sand.
Boots offers perfectly imperfect summer
Boots, the British retail chain specialising in health and beauty, offered customers the convenience of shopping all season long for essentials in one, perfectly convenient place. The spot was launched in June 2023 during the reality show Love Island in the UK. It was Boots’ largest summer campaign ever. The commercial is uniquely presented from the perspective of a wasp, which causes minor nuisances by the water. However, these nuisances can easily be solved thanks to Boots’ range of medicines, sunscreens, and other beauty products.
Video: Boots – Summer Advert 2023
Nivea offers sunscreen and a solar charger
Nivea took an original approach to summer advertising back in 2013. This campaign wasn’t just about selling sunscreens. It showcased a practical service for beachgoers while promoting the Nivea brand. Imagine a carefree day at the beach interrupted by the dreaded low battery warning. Nivea’s solar chargers came to the rescue, offering a way to keep phones powered and beach visitors connected.
The beauty of this campaign lies in the seamless integration of practicality and brand promotion. The charging stations were powered by solar energy, perfectly aligning with Nivea’s sun protection products. This visual connection subtly emphasised the importance of sun care while offering a convenient service. The stations featured the Nivea logo and slogan, ensuring strong brand recognition. By providing a solution to a common problem, Nivea created a positive experience for beachgoers and left a favourable impression of the brand.
Video: Nivea – Solar Ad Charger
T-Mobile spreads joy in summer
T-Mobile also bet on the summer vibe and people’s desire to finally “switch off” and enjoy the hot weather by the water with its new campaign, which develops the long-term communication concept #MeziSvými (Among Friends). The mobile operator decided to make summer more enjoyable for its customers by offering gifts, data, and entertainment, including Cornetto ice cream from Algida, fuchsia colour towels, and 20 GB of free data for customers with Next tariffs. The campaign takes place at a swimming pool on a hot summer day. People lie on sun loungers, enjoying the calm, until they notice a man trying to attract attention by inflating a giant inflatable. It then turns out to be a huge “twenty,” symbolising the 20 GB of free data that T-Mobile is giving away to customers for the entire summer.
Video: T-Mobile – We're spreading joy again this summer!
“Summer is a time when people mainly want to enjoy themselves and avoid any complications. That’s why, after a one-year break, T-Mobile has returned to the tradition of summer gifts. The campaign is designed to delight customers, and its tone reflects this. We designed it to convey a simple, positive message that naturally connects with what people associate with summer,” said Kim Hofmanová, Senior Strategic Planner at Ogilvy, the agency behind the campaign.
Bottles of Rubicon Spring hit the road to the water
The beach isn’t just for people to lounge on, as shown by the creative and playful ad for Rubicon Spring, sparkling spring water with fruit flavours and added vitamins. A family made up of sparkling water bottles basks in the sun, the kids play around, the mom has a fling with fruits, and the whole scene feels like a summer fruit party on the beach. The overall impression? A refreshing and fun experience—just as the brand intended.
Video: Rubicon Spring – Water’s Had a Fruity Fling!
Purina Pro Plan bets on dog happiness
All creatures love water and the beach. This fact is proven by the Purina Pro Plan ad titled “Incredible Happens Here – Beach,” where a woman plays on the beach with her dog. This is not the only ad in this style from the brand. Another spot called “It All Starts Here – Pro Plan Sport” also focuses on water and boundless canine joy. Which pet owner could resist?
Video: Purina Pro Plan Sport – It All Starts Here
TUI gets everyone dancing
And here is another beach idyll, this time featuring synchronised dancing and water activities. This delightful spot from TUI Group, one of the world’s largest travel companies, perfectly captures the essence of a summer seaside holiday and shows that even those who can’t dance will find themselves moving on the beach. The impressive choreography for the spot “I Could Never Be a Dancer” was created by Mark Summers.
Video: TUI – I Could Never Be a Dancer
MidFirst Bank takes customers to the beach
Although summer might seem like a theme primarily reserved for sunscreens and refreshing drinks—which we will cover in the next article—that’s not always the case. Even more conservative companies often draw on the atmosphere of the beach and sea. One such example is the financial institution MidFirst Bank. This spot, created by Gravity Global, has won 16 Telly Awards, including honours for directing (Brandon Nicholas), animation, and digital design.
Video: MidFirst Bank - Beach
VW creates resilient sandcastles
The sea and the beach are often the domain of the automotive industry. The sea, the beach, and family— that alone is impressive. And when you add a sandcastle that remains intact even in the crashing waves, it’s clear that Volkswagen has nailed it with this spot, highlighting the durability and longevity of both their cars and the sandcastle.
Video: VW – Sandcastle
BMW in the chase for the last beach chair
The 2023 TV spot “The Last Beach Chair”, produced by Universal McCann in collaboration with the creative agency Goodby Silverstein & Partners, features a car chase with BMW vehicles over the last available beach chair. The campaign cleverly combines emotional humour with the brand’s premium attributes. Thanks to its highly professional production and viral visual appeal, the advertisement gained significant attention and achieved excellent performance results.
Video: BMW – The Last Beach Chair
Subaru tests cars with the help of dogs
In Subaru’s ad, man’s best friends are seen riding in the car, surfing, and running along the beach. After knocking down a few sandcastles and resting on a beach towel, it’s time to head home. How does the car hold up after all their adventures? Perfectly. After all, it’s a Subaru!
Video: Subaru Dogs
Guinness offers drama
We will conclude our overview with the iconic black-and-white ad “Surfer” from 1999, proving that not all sea-themed ads have to be the same. Unlike today’s colourful and warm spots, Guinness delivered a grand drama with a happy ending—a glass of beer. This poetic ad, created by Abbott Mead Wicker BBDO, uses imagery of ocean waves, surfers, and horses to embody the brand’s core values—endurance, strength, and determination. The visually powerful commercial is further enhanced by the iconic soundtrack “Phat Planet” by Leftfield.
Video: Guinness – Surfer
Ice-cold refreshment goes hand in hand with the beach
The beach isn’t just a place to relax and enjoy the sunshine. When the sun is blazing and the sand is hot beneath our feet, we instinctively reach for something cold.
It’s no surprise that beverages of all kinds – from bottles of mineral water to frosty glasses of lemonade or cans of delicious beer – are among the most frequently advertised products linked to summer themes. When you are at the beach, ice-cold refreshment is a must, so next, we will focus on summer TV ads for beverage brands.