Hasta La Creative!

Marriott International turned teamed up with mcgarrybowen for a new campaign entitled “Golden Rule” promoting its Courtyard, Fairfield, SpringHill Suites and Four Points brands together.

The campaign, unsurprisingly, focuses on the golden rule (“Do unto others as you would have them do unto you,”) championing basic human kindness, respect and dignity in a series of four broadcast spots promoting the brand’s above-and-beyond hospitality.

“Golden Rule” makes its broadcast debut with the 60-second anthem ad “Human.” The spot opens with the line “It would be great if human beings were great at being human and if all of mankind were made up of kind women and kind men” over black-and-white footage of people helping presumed strangers push a car, lift a baby carriage and other acts of kindness. This approach pivots to the brand with a look at employees kindly welcoming guests and helping them out in various ways.

The campaign also includes 30-second spots inspired by true stories of Marriott associates coming to the aid of those in need, such as a SpingHill Suites employee providing a ride to a stranded guest or Fairfield Inn & Suites accommodating a soccer team on a broken down bus, despite the hotel being booked. Broadcast spots will air on networks including Fox, NBC and ABC during primetime for the campaign’s first week. “Golden Rule” will also be supported by digital ads sharing true stories from associates, filmed with real guests and a companion docuseries this fall. It marks a shift in approach to brand categories for Marriott International, rather than advertising individual brands separately.

“The ‘Golden Rule’ campaign personifies how our associates fundamentally go beyond making one’s bed to making someone’s day,” Marriott International vice president, global brand marketing Paige Francis said in a statement. “With these four brands comprising a third of Marriott’s portfolio, we use our powerhouse status to celebrate human connections, whether it’s in Seattle or Singapore. Beyond a campaign, this illustrates that the hospitality we deliver at these four brands can serve as a guiding principle of how all people should treat each other.”

Credits:
Creative
Kurt Fries: Chicago Chief Creative Officer
Andres Arlia: Creative Director
Christian Liu: Creative Director

Account
Cindy Hicks: Group Managing Director
Michelle Casey: Account Director

Strategy
Shawna Ross: Executive Strategy Director
Sarah Figliulo: Group Strategy Director
Ana Borges: Strategist
Production
Steve Ross: Director of Content Production
Sarah Tomick: Producer

Business Affairs & Talent
Joann Baker: Director of Business Affairs