Sandals Resorts raises an interesting question in its latest ad, namely “What is luxury?”.

The 30-second spot, which features different people enjoying their holidays in different resorts, carrying out various activities or simply relaxing, offers a series of potential answers to the above-mentioned questions, such as “a state of mind, free time, a villa, a vista, that place you love.” The voiceover also says that “it’s more than you expect, it’s perfection, it’s opulence, it’s service, all included, all the time,” encouraging viewers to fulfill all their desires, with no limits, and “chic days,” “posh nights”.

“Two hearts, five stars, one name – Sandals,” the voiceover adds at the end of the commercial, which also informs that Sandals is “the world’s only 5-star luxury included resorts” and that you can save up to 65% off with rack rates.

In a previous commercial, Sandals Resort advertised its Grenada all-inclusive resort, situated in the heart of St. George’s Pink Gin Beach, showcasing some of the unique amenities offered by Grenada’s rooms and suites, from ocean view rooms to suites featuring an infinity-edge plunge pool that seamlessly blends with the distant horizon, to suites featuring Romantic Tranquility Soaking Tubs on patios and balconies, spa-style bathrooms, Butler Elite service, and more.