Comedians Bobby Lee and Jane Lynch won’t be making it to the wedding of their colleagues Jordan Peele and Chelsea Perretti … because they’ll be too busy making love and eating sushi off each other on their own holiday getaway.
W+K Portland launched the latest chapter in its “Jordan & Chelsea’s Booking Wedding” campaign for Booking.com with a pair of spots starring Jane Lynch and Bobby Lee.
The 40-second “Romantic Escape” sees the comedic pair playing a couple, with Lynch feeling some guilt about missing Jordan and Chelsea’s destination wedding due to their vacation. Lee lets her know that, thanks to Booking.com’s free cancellations, they can go to the wedding after all. “I love it when you take charge,” Lynch tells him. And then things get…uncomfortable.
The 15-second “Sushi” is a little lighter on the cringe humor shock tactics. It features a voiceover claiming that “With Booking.com’s range of accommodations, the world is your oyster…or sashimi, really, whatever you’re into” as Lynch and Lee dine on sushi laid out on his body.
The new ads follow a pair of spots last month featuring Rebel Wilson and Keegan-Michael Key. Like those efforts, the latest installments might not live up to the comedic expectations created by its cast but are memorable enough all the same. Once again W+K uses Booking.com’s free cancellation as a key selling point differentiating the brand in “Romantic Escape,” effectively tying it to the larger narrative of “Jordan & Chelsea’s Booking Wedding” with two more friends deciding to attend. The more ambiguous nature of “Sushi” and its appeal to the variety of options the site offers makes it somewhat less effective at making Booking.com stand out from the competition.
The campaign will conclude with a final installment next month, which we’re told will be “centered around the theme of brocations (bachelor parties).” So expect some more comedians and another take on travel humor for W+K Portland some time in July.
Credits:
W+K PORTLAND
Creative Director: Micah Walker
Copywriters: Nick Morrissey/Mike Egan
Art Director: Jon Kubik/Meaghan Oikawa
Producer: Hayley Goggin Avila
Art Producer: Andrea Bakacs
Account Service: Regina Keough/Tristan Harvin/Mimi Kim/Thomas Harvey
Comms Supervisor: Destinee Scott
Strategic Planning: Eugee Krasnopolsky/Nicole Brandell
Business Affairs: Karen Roche
Interactive Producer: Blake Carrillo
Studio Design: Dana Beaty/Grey Jay
Studio Manager: Sally Garrido-Spencer
Retouchers: Kyle Pero/Saskia Thomson
Motion Designer: Adam Sirkin
Motion Producer: Sarah Gamazo/Tori Herbst
PRODUCTION
Production Company: SMUGGLER
Director: Randy Krallman
Executive Producers: Patrick Milling Smith/Brian Carmody/Shannon Jones/Andrew Colon
Line Producer: Ian Blaine
Director of Photography: Darko Suvac
Production Designer: Jason Schuster
EDITORIAL
Editorial Company: Cartel
Editor: Andy McGraw
Assistant Editor: Eddie Mikasa
Post Producer: Meagen Carroll
Post Executive Producer: Lauren Bleiweiss
PHOTOGRAPHY
Photographer: Emily Shur
Line Producer: Tricia Sherman
Production Company: Bauerfeind Productions
VFX
VFX Company: Joint
On Set Supervision: Brad Hayes
Lead Flame: MB Emigh
2D Artists: Leif Peterson/Noah Poole
VFX Producer: Gail von Dedenroth
VFX Coordinator: Nathanael Horton
VFX Executive Producer: Alex Thiesen
MIX + SOUND DESIGN
Mix Company: Lime
Mixer/Sound Design: Sam Casas
Producer: Susie Boyajan
TELECINE
Telecine Company: The Mill
Color Producer: Diane Valera
Colorist: Adam Scott
Last month, W+K Portland launched a new campaign for Booking.com celebrating the fantasy wedding of real-life engaged couple Jordan Peele (Key & Peele) and Chelsea Peretti (Brooklyn Nine Nine). The initial efforts showed the couple planning for their big day and brainstorming locations for a destination wedding in “Destination Wedding” and “Beach Booty.”
Now the agency has released a follow-up continuing the theme, only this time around viewers get a look at Rebel Wilson and Keegan-Michael Key setting out on a road trip to the big event. The latest effort, which follows on the heels of the Key and Peele’s first movie, Keanu, which was released late last month.
“Road Trip” sees Key drive up to Wilson’s house to pick her up for a trip with a novel-length printed itinerary. Wilson knocks the itinerary out of his hand, claiming they “have to go off-script.” The sentiment echoes the voiceover at the spot’s introduction, claiming Booking.com can help them “wing it all the way to Jordan and Chelsea’s wedding.”
The effort doesn’t much get into the site’s specifics, but builds off the free cancellation selling point of “Beach Booty,” positioning the site’s versatility and flexibility as strong selling points.
This is further explored in the short “Mountain Lady,” which references the free cancellation specifically when Wilson finds herself a third wheel and, as the voiceover puts it, “the trip you’re on isn’t really the trip you want to be on.”
This campaign has a lot to live up to given its cast and, so far, the laughs aren’t quite what you’d hope for.
Still, it should capture the attention of said comedians’ fans and does a good job of telling a serial narrative while selling Booking.com for specific features. Here’s hoping W+K can bring things together for a memorable finale.
CREDITS
W+K PORTLAND
Creative Director: Micah Walker
Copywriters: Nick Morrissey, Mike Egan
Art Director: Jon Kubik, Meaghan Oikawa
Producer: Hayley Goggin Avila
Art Producer: Andrea Bakacs
Interactive Producer: Blake Carrillo
Comms Supervisor: Destinee Scott
Account Service: Regina Keough/Tristan Harvin/Mimi Kim
Strategic Planning: Eugene Krasnopolsky, Nicole Brandell
Business Affairs: Karen Roche
Studio Design: Dana Beaty/Greg Jacobsen
Studio Manager: Sally Garrido-Spencer
Retouchers: Kyle Pero/Saskia Thomson
Motion Designer: Adam Sirkin
Motion Producer: Sarah Gamazo/Tori Herbst
PRODUCTION
Production Company: SMUGGLER
Director: Randy Krallman
Executive Producers: Patrick Milling Smith, Brian Carmody, Shannon Jones, Andrew Colon
Line Producer: Ian Blaine
Director of Photography: Darko Suvac
Production Designer: Jason Schuster
EDITORIAL
Editorial Company: Cartel
Editor: Andy McGraw
Assistant Editor: Eddie Mikasa
Post Producer: Meagen Carroll
Post Executive Producer: Lauren Bleiweiss
PHOTOGRAPHY
Photographer: Emily Shur
Line Producer: Tricia Sherman
Production Company: Bauerfeind Productions
VFX
VFX Company: Joint
Lead Flame: MB Emigh
2D Artists: Leif Peterson/Noah Poole
VFX Producer: Gail von Dedenroth
VFX Coordinator: Nathanael Horton
VFX Executive Producer: Alex Thiesen
MIX + SOUND DESIGN
Mix Company: Joint & Lime
Mixer/Sound Design: Noah Woodburn/Sam Casas
Producer: Gail von Dedenroth/Susie Boyajan
TELECINE
Telecine Company: Joint The Mill
Color Producer: Gail von Dedenroth/Diane Valera
Colorist: David Jahns/Adam Scott
MUSIC
Music Company: Wolf at the Door
Composer: Chris Kennedy/Cecil Campanero/Jimmy Haun
Creative Director: Alex Kamp
Executive Producer: Natalie P. Montgomery
Summer may be coming to an end, but here’s a fun way to keep reliving the good times—high-quality GIFs of your photos from the season, courtesy of Booking.com.
The Priceline-owned online travel agency is inviting consumers to submit pics of their summer adventures, then turning its favorites into animated GIFs. For eight days between today and September 3, Booking.com will release a new batch of winners. And if the launch samples are any indication, the results will be pretty great.
Highlights so far include ice-cream thievery, cocktail snorkeling, and a zany rainbow. Check out them out below—the original photos are on the left, and their GIF versions on the right.
Overall, the contest is an extension of the company’s “Wing Everything” push, celebrating spontaneous vacation. Would-be participants can compete by hash-tagging a pic #WingItYeah on Twitter or Instagram, or submitting via the Booking.com Facebook page. Wieden+Kennedy Amsterdam has hired four digital artists to create the GIFS: James Kerr, Cari vander Yacht, Chris Timmons, and Justin Gammon.
As for Booking.com’s criteria for selecting which photos to GIF, the marketer says its looking for “jealousy-inducing” shots of things like “infinity pools” and “epic views.” In other words, it wants to reward you for doing what you were doing on social media anyways: bragging.
See more GIFs, and the campaign credits, below.
CREDITS
“BOOKING.COM–WHO WON BOOKING SUMMER?”
Chief Marketing Officer: Pepijn Rijvers
Head of Brand: Manuel Douchez
Brand Communications Director: Andrew Smith
Brand Specialist: Robert Schreuders
Social Media Product Owner: Julian Poole
Media Planning Director: Anoeska van Leeuwen
Media Manager: Kelly Lee
Media Specialist: Marie Lootvoet
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Directors: Mark Bernath, Eric Quennoy
Creative Directors: Genevieve Hoey, Sean Condon
Art Directors: Jeffrey Lam, Kia Heinnen
Copywriter: Jake Barnes
Director of Interactive Production: Kelsie Van Deman
Interactive Producer: Matthew Ravenhall
Strategic Planner: Emma Wiseman
Communications Planner: Josh Chang
Group Account Director: Jordi Pont, Marcos Da Gama
Account Director: Aitziber Izurrategui
Account Manager: Caroline-Melody Meyer
Head of Design: Joe Burrin
Designer: Thomas Payne
Project Manager: Stacey Prudden
Business Affairs: Kacey Kelley
GIF ARTISTS
Cari van der Yacht
Chris Timmons
Justin Gammon
James Kerr
SOCIAL LISTEN AND RESPOND TEAM
AKQA London
Wieden + Kennedy Amsterdam goes big in its new work for Booking.com, with a 60-second spot that tells the epic story of a “booking hero” whose knack for finding the perfect accommodations helps him not enjoy have a great vacation—it helps him fulfill his destiny.
We follow the guy’s whole life, from a chance encounter with his future wife in a hostel through a romantic proposal at a chateau—and then through the downs, and mostly ups, of family life and professional success.
Four 30-second spots, with 15-second cut downs, will also roll out soon, along with five contextual online films that match user Google keyword searches.
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We spoke with Genevieve Hoey, creative director at W+K Amsterdam, about the campaign.
AdFreak: What made you choose the idea of heroism for this campaign?
Genevieve Hoey: It’s a relatable, human insight—which is our currency for Booking.com. We know people have a small amount of vacation days each year, so it’s vital to get vacation accommodation more than “just right.” Understandably, people want to absolutely nail their vacation, and that’s what this campaign is all about—how Booking.com helps people to get it booking right, leaving them feeling like accommodation heroes. Booking.com’s aim is to make every precious trip, booking right. And as you’ll see in this year’s work, the right accommodation can even be life changing.
Why follow one guy through a series of life changes?
Dennis is an everyman, likable and relatable. Following one guy allows us to dramatize the epic results of a lifetime of well-booked accommodations. We want people to see the potential for themselves to be accommodation heroes and embark on their own journey though Booking.com’s vast range of incredible properties.
How outlandish did you want to get with the plot?
We’re always writing and honing until the very last minute, working closely with our Booking.com clients. The work this year is definitely dramatized but not exaggerated—it’s all in the realm of possibilities. The idea behind each script is rooted in either a Booking customer review or an interesting Booking.com data point. Ultimately we’re hoping to delight our fans with the most relatable and entertaining Booking.com work possible.
What was the biggest challenge on this production?
We always shoot in Booking.com locations. The biggest challenge is choosing which ones from their 600,000 properties across the world. This year we wanted to show Booking’s wide variety—they have 25 different property types. So, to excite people with the life-changing possibilities at their fingertips, we shot in medieval castles, rustic log cabins, on rooftop infinity pools, in historic penthouse suites and so forth. We worked with A-list director Dante Ariola to create sweeping cinematic odes to vacation greatness, to show people the rewards of getting accommodation booking right, with Booking.com.
W+K Amsterdam has launched an integrated campaign for Booking.com introducing the Booking Now app.
In a series of four 30-second spots which begin airing this Sunday, W+K Amsterdam borrows a trick from “Ship My Pants,” ending each ad with the almost-expletive filled, “The right room, right booking now,” in suggestive circumstances. Each spot presents a comical scenario where immediate booking is a necessity. In “Dead Bed” it’s a grandmother offering up the bed where her husband died peacefully, while the similar “Race Car Bed” borrows a gag from Grandma’s Boy. “Karate” and “Interview” change things up, presenting a couple who are pleasantly surprised by their daughter’s performance at a karate competition and a woman who arrives for a job interview a full day early.
In addition to the broadcast spots, the campaign also includes cinema, OOH and digital activations.
Que mulher nunca sonhou em viajar com o homem amado, para um destino paradisíaco, para vivenciar experiências incríveis? Pode ser que muitas não admitam isso, mas se tem uma parcela que já começa a sonhar com casamento logo no começo do namoro, tem uma outra – maior ainda – que quer mesmo é fazer as malas para uma viagenzinha romântica. O problema é que nem sempre o cara está afim ou curte as mesmas coisas que você.
A solução? Usar o Booking.com para fazer as reservas e ir sozinha mesmo, tipo a protagonista do novo comercial do site de reservas de hospedagem. Com criação da Wieden + Kennedy de Amsterdã, Booking Brianless prova que é possível se divertir horrores, fazer tudo o que você quiser – como comer mariscos, andar a cavalo e ir à praia – na melhor companhia possível: a sua.
Afinal, você até pode amar o seu namorado, mas também é possível amar ir sozinha para um resort…
Post originalmente publicado no Brainstorm #9
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A woman's love for her boyfriend is compared to her love for resort amenities while vacationing without him in Wieden + Kennedy Amsterdam's latest ad for Booking.com.
The man doesn't fare so well in the comparison, though to be fair, neither does the woman. She is "Brianless" because Brian apparently doesn't enjoy seafood, the ocean or horseback riding. (How could someone be such a curmudgeon?) And she sure takes advantage of his absence, letting loose with cartoony antics that echo other spots from the high-energy campaign. (Is it just a coincidence that "Brianless" is an anagram of "brainless?")
While the spot is mostly harmless, the kernel of the idea—that a woman could possibly (gasp) enjoy a vacation without her boyfriend—falls solidly in the patronizing camp.
Booking.com recognizes that people have various preferences (and borderline fetishes) when it comes to hotel amenities, a fact highlighted in the site's incredibly goofy but totally likable new ad.
Each scene shows a vacationer really, really enjoying some mundane hotel perk, like free ice and all-you-can-eat scrambled eggs. Backed by a dramatic score and the booming narration of Futurama's John "Bender" DiMaggio, the spot takes great joy in nonsense words ("Maximum plushosity!" "Airborneness!") and solid slow-motion acting. Props to the teenager struggling with the five-pound barbell and the man blowdrying his glorious mane, along with the lady who squeezes lemons with euphoric abandon.
It's a fantastic follow-up to last year's "The Delight of Right" campaign, and now I'm absolutely ready to book some "aggressive relaxation."
CREDITS:
Client: Booking.com
Agency: Wieden + Kennedy Amsterdam
Executive Creative Director: Mark Bernath
Executive Creative Director: Eric Quennoy
Creative Director: Genevieve Hoey
Creative Director: Zach Watkins
Art Director: Kia Heinnen
Art Director: Cari Vanderyacht
Copywriter: Zoe Hawkins
Copywriter: Siavosh Zabeti
Head of Broadcast Production: Erik Verheijen
Broadcast Producer: Elissa Singstock
Production Company: Traktor
Director: Traktor
DOP: Bojan Bazelli
Producer: Rani Melendez
Editorial Company: Ed Line at Final Cut
Editor: Edward Line
Audio Post: Grand Central Recording Studios
Audio Mix/Sound Design: Raja Seghal
Music Company: Anthem- Massive Music Amsterdam
Post Production Company: MPC
VFX Supervisor: Franck Lambertz
Colorist: Jean Clement Soret
VFX Producer: Julie Evans
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Não sei se é mérito do cliente, que conhece muito bem o seu público, ou da agência – a Wieden+Kennedy Amsterdam-, que consegue captar como ninguém os anseios, dúvidas e até mesmo a satisfação de quem usa o Booking.com. Fato é que as campanhas do site especializado em reservas de hotéis costumam traduzir muito bem o que se passa pela cabeça do usuário, desde o momento da reserva até a hora em que chega ao hotel.
Foi assim em Booking.yeah e se repete agora, em Booking Epic. Desta vez, o foco está naquelas coisinhas que procuramos em determinado hotel, aquelas particularidades que cada usuário valoriza e que varia de pessoa para pessoa. Pode ser o secador de cabelo no banheiro, ovos mexidos no café da manhã (esse está na minha lista) ou até uma pantufinha…
Se você costuma pesquisar no Booking, com certeza tem aquele detalhe que faz com que você escolha um hotel em vez de outro. Enfim, é um filme simples, mas ao mesmo tempo divertido – o narrador mais uma vez traz aquela vibe “uhu!”- e que traduz muito bem o serviço oferecido pelo site.
Post originalmente publicado no Brainstorm #9
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Em janeiro, a gente mostrou por aqui a primeira – e muito divertida – campanha do Booking.com nos Estados Unidos, assinada pela Wieden+Kennedy Amsterdam. Os filmes brincavam com o maior medo dos usuários do serviço: o que iriam encontrar pela frente depois de fazer suas reservas pelo site. Agora, marca e agência voltam a brincar com o medo dos norte-americanos, mas de uma maneira um pouco diferente, focando no Dia das Bruxas e destacando sete hotéis considerados mal-assombrados.
Entre os hotéis que entraram na brincadeira estão o Queen Anne Hotel, de São Francisco – Califórnia, o 1886 Crescent Hotel, em Eureka Spring – Arkansas, o Gettysburg Hotel, em Gettysburg – Pensilvânia, Hotel Galvez, em Galveston – Texas, o Historic National Hotel, em Jamestown – Califórnia, Stanley Hotel, em Estes Park – Colorado, e o Vinoy Renaissance Hotel, em St. Petersburg – Flórida.
Coube à ilustradora Akiko Stehrenberger – que já assinou pôsteres de inúmeros filmes, entre eles Spring Breakers e We Need to Talk About Kevin – criar as ilustrações para a parte impressa da campanha. É cada cartaz mais legal que o outro, com textos divertidos (ou assustadores, depende da interpretação de cada um) que desafiam os usuários do Booking.com a encarar uma estadia em hotéis habitados por fantasmas.
Vale lembrar que um dos melhores filmes de horror já feitos se passa em um hotel. E aí, que se arrisca?
Post originalmente publicado no Brainstorm #9
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Halloween is always a good time for frightfully dark ad campaigns. And Wieden + Kennedy in Amsterdam has delivered one of the most gorgeously creepy efforts this year—a series of movie-style posters for Booking.com that dare you to stay at seven of the most haunted hotels in America. The properties, listed below, are all apparently inhabited by ghosts—and all get amazing hand-painted posters courtesy of renowned illustrator Akiko Stehrenberger.
• The Queen Anne Hotel in San Francisco
• The 1886 Crescent Hotel in Eureka Spring, Ark.
• The Gettysburg Hotel in Gettysburg, Pa.
• Hotel Galvez in Galveston, Texas
• The Historic National Hotel in Jamestown, Calif.
• The Stanley Hotel in Estes Park, Colo.
• The Vinoy Renaissance Hotel in St. Petersburg, Fla.
The posters will roll out in movie-theater lobbies across the country beginning Oct. 25. The copy at the bottom of each ad, designed like movie credits, is wonderfully written, too—see larger details of those blurbs, along with the full posters, below.
There's also a TV commercial focusing on the Queen Anne Hotel, where room 410 is supposedly haunted by Miss Mary Lake, the headmistress of a school that used to be housed at the property. An online partnership with Fandango extends the experience.
"From The Shining to Psycho, accommodations have played a key role in the cinematic history of horror," said W+K executive creative director Mark Bernath. "It was important for us that the work stay true to the genre and pay homage to the content and design that horror fans crave. It takes a really brave client to make a truly scary advertising campaign—one that I hope will be appreciated by a very specific audience who have already opted into having the daylights scared out of them."
A closer look at the "credits" sections of the posters:
CREDITS
Client: Booking.com
CMO: Paul Hennessy
Brand Director: Cort Cunningham
Agency: Wieden + Kennedy, Amsterdam
Executive Creative Directors: Mark Bernath, Eric Quennoy
Creative Directors: Zach Watkins, Gen Hoey
Art Director: Craig Williams
Copywriter: Zach Watkins
Head of Production: Erik Verheijen
Agency Producer: Elissa Singstock
Planner: Daisy Andrews
Group Account Director: Jordi Pont
Account Director: Courtney Trull
Account Manager: Alex Allcott
Art Buyer: Maud Klarenbeek
Digital Producer: Matthew Ravenhall
Project Manager: Jackie Barbour
Business Affairs: Justine Young
Media Buy: Wieden + Kennedy, New York
Production Company: Concrete Films
Director: Mark Bernath
Director of Photography: Maxime Alexandre
Producer: Hani Salim
Editing Company: Wieden + Kennedy
Editor: Julien Maingois
Audio Post: Grand Central Recording Studios
Sound Designer, Mixer: Raja Sehgal
Sound Design: Grand Central Recording Studios
Artist, Title: Raja Sehgal
Postproduction: MPC, Amsterdam
Flame: Lise Prud-Homme
Telecine: George K
Producer: Gerben Molenaar
Illustrator: Akiko Stehrenberger
Agent: Helene Polverelli, H Represents
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A shift toward the frightening in pop culture has contributed to the popularity of terror-centered marketing in the weeks before Halloween.
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Household cleaner CLR not only has a no-nonsense name—it stands for Calcium, Lime and Rust remover—but it has also long leaned on simple how-to commercials that demonstrate the product's cleaning power. Its new ad, though, gets a little dirty.
The 30-second Web and broadcast spot, from Moon Pie Media in Austin, Texas, jumps on the near-obscenity bandwagon popularized recently by the likes of Kmart with its viral "Ship My Pants" spot, Kraft's Jell-O "FML" campaign and Booking.com's "You Booking Did It." In the CLR ad, people who use the product can't resist blurting out obscenities, which are then bleeped out. Dirty tub? Scuzzy toilet? Spotty wine glasses? CLR makes everything sparkling clean. Well … almost everything.
Dirty cleaning ads are always fun. Have a look back at probably the best one ever—Droga5's Method ad starring the pervy scrubbling bubbles.
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Na era pré-internet, reservar um hotel era mais ou menos como a história da caixa de bombons contada por Forrest Gump: as pessoas nunca sabiam o que iriam encontrar. Mesmo com a internet e os milhões de sites especializados – ou não -, ainda bate aquela insegurança, já que opiniões, cada um tem as suas. Foi exatamente essa insegurança serviu de matéria-prima para a Wieden+Kennedy Amsterdam para a primeira campanha do Booking.com nos Estados Unidos.
Com um roteiro acertado, o filme consegue traduzir exatamente como muita gente se sente quando reserva um hotel baseado nas opiniões alheias da internet, e o que eles encontram quando estas opiniões estão no Booking.com. A ansiedade enquanto nos dirigimos ao hotel ou ao quarto e a consciência de que depois de um ano planejando aquela viagem, o que vamos encontrar pode ser determinante para que as férias sejam inesquecíveis estão presentes no filme. Assim como o alívio que bate quando acertamos. It’s Booking awesome!
Post originalmente publicado no Brainstorm #9
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This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
