The new 30-second commercial, which debuted over Christmas across ITV, Channel 4, Channel 5 and around 30 Sky channels, follows Gary Thacker, a Shearings driver for more than 25 years.  

The Yorkshireman worked for Shearings prior to its collapse in May 2020 and continues to drive for the company after its rescue by Leger Holidays.

Shearings said the new ad promotes its UK coach tour programme, £1 deposit offer and “the importance of experienced, friendly drivers”.

The operator said it also recognises the service “and valuable business” provided by travel agents – with a call to action to viewers to book via their local agent.

Marketing manager Caroline Thorpe said Shearings had seen “a phenomenal response” from existing and new customers since the advert first launched.

“Our drivers are such an integral part of all our holidays - and often the reason our customers rebook time after time - so it was important for us to communicate that in our ad, which also features some of our most popular UK destinations,” said Thorpe.

“Gary is a familiar face and well liked by Shearings’ customers, so he was an easy choice to be the face of our new TV ad and, in turn, our upcoming marketing activity – we’re sure he can handle his new-found fame!”