Musician and TV presenter Jools Holland stars in a new 1.5m TV advertising campaign for Forte’s Heritage hotels. The commercial, devised by WCRS, shows the lengths that Forte will go to in order to please its guests. Holland addresses the camera as if he is talking to a fictional guest, called Stephen Gray. He explains what he has done to make Gray’s stay special, including booking a room for him and his girlfriend, and ordering jelly babies. The ad, which breaks on terrestrial TV this week, is part of Forte’s strategy of attracting a younger, more upmarket customer to its Heritage hotels. Heritage is one of four brands in the Forte portfolio, which includes Le Meridien, Posthouse and the London Signature hotels.