The UK”s infamous weather has played a starring role for the latest Jamaica Tourist Board TV campaign. “Postcards” was created by Draftfcb London and Alexander Brown of production company Davey Inc.

Shot in Plumstead, south-east London and Eastbourne, the 60-second spot features valiant British postal workers, pushing through typically grim UK weather, to deliver giant postcards sent from holidaymakers in Jamaica. The size of the postcards dramatise the fact that Jamaica is much more than just a beach holiday, in fact, there”s plenty to write home about.

Set against an uplifting reggae track, the clever spot breaks the conventions of traditional travel advertising by not using footage of the tourist destination.

According to Elizabeth Fox of the Jamaica Tourist Board: “Tourism advertising is predominantly an expected formula. ‘Postcards” sets out to engage the British holidaymaker in an unexpected manner, but keeps with the surprising charms and humour of Jamaica itself”.

The campaign will also include ambient activity, with a three-day stunt at Victoria Station, using eight postal workers to carry the giant postcards between distribution points in and around the station.