Ad of the Day: Expedia

Travel site endorses gay marriage in long-form spot about a father's journey to understand his daughter

Whatever the risks and rewards may be, more and more brands are openly coming out in favor of same-sex marriage—with the significant attendant media coverage surely being part of the point. Oreo's gay-pride ad in June, which kicked off the Daily Twist campaign, is the most potent example recently. Now, Expedia, a longtime supporter of the gay community, has released a long-form spot from 180LA that jubilantly endorses gay marriage through a time-tested plot—that of a once-reluctant father coming to terms with his gay child.

The ad tells the story of Artie Goldstein, a retired business owner and father to Jill Sloane Goldstein. Artie explains that he always dreamed of Jill finding a husband—a dream that was shattered when Jill's girlfriend, Nikki Weiss, asked him for his daughter's hand in marriage. (Nikki and Jill had first met as young girls at overnight camp, and reconnected 25 years later.) In plaintive voiceover, Artie speaks of his own personal journey toward understanding and accepting Jill for who she is. Artie freely admits the entire relationship hung in the balance, that he was choosing whether he would have any connection with his daughter. Eventually, Artie comes around—and the spot shows him flying west from Georgia to California to attend Jill and Nikki's wedding.

The spot, which is quite emotional if at times seemingly a little staged, fits nicely into 180LA's new campaign for Expedia, which moves away from the nuts and bolts of travel booking (the previous tagline was "Where you book matters") and into more aspirational territory. The new work is all about life journeys, not just physical journeys, and how travel opens up one's perspective and can be a transformative experience.

"What helps to set Expedia apart is that they understand that travel is personal—that no two trips, or travelers, are the same. And that travel is powerful—that it has the ability to move us, shape us and to transform us," said Gavin Milner, creative director at 180LA. "We sought to document real travelers, on real trips and watch as that transformation happened in front of the camera. In Artie's case, we were witness to how a trip to his daughter's wedding changed a lifetime's worth of ideas about love, marriage and what he actually wanted for his baby girl."

This new spot, which not exactly revolutionary, is nonetheless quite the trip indeed.

CREDITS

Client: Expedia

Campaign: "Find Yours"

Spot: "Find Your Understanding"

Agency: 180 Los Angeles

Executive Creative Director: William Gelner

Creative Directors: Gavin Milner, Grant Holland

Copywriter: Mike Burdick

Art Director: Mike Bokman

Executive Producer, Managing Partner: Peter Cline

Senior Producer: Lorraine Kraus

Director of Client Services: Chad Bettor

Account Manager: Brooke Stites

Account Coordinator: Sarah Lynch

Business Affairs: Nestor Gandia

Research

Research: Aine Carey

Production

Production Company: Uber Content

Director: Eliot Rausch

Second Unit Director, Director of Photography: Ed David

Executive Producer: Preston Lee

Executive Producer: Phyllis Koenig

Line Producer: Steve Jordan

Shoot Locations: Georgia, Los Angeles

Shoot Dates: July 8-9, 2012

Editorial

Editorial Company: Rock Paper Scissors

Editor: Gabriel Britz

Executive Producer: Carol Lynn Weaver

Post Producer: Cassie Hulen

Assistant Editor: Ko Massiah

Completion, Special Effects

Colorist: Nick Alexander

Transfer Facility: Speedmedia

Online, Visual Effects: Speedmedia

Visual Effects Supervisor: Nick Alexander

Flame Artist Assistant: Aly Parmelee

Producer: Adam Buchanen

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