New Holiday Inn Express Spots Closer to Reality

Fallon’s Lubars Says ‘Evolution’ Is Necessary to Avoid Monotony
CHICAGO–Fallon McElligott takes a less outrageous approach in its latest round of advertising for Holiday Inn Express.
Two spots breaking this week continue the “Stay smart” theme developed by the Minneapolis shop. Previous TV spots featured hyperbolic situations in which people suddenly felt knowledgeable about topics like surgery and physics because of their stay at a Holiday Inn Express.
The latest round takes a more subdued approach, taking its humor from real-life situations, said David Lubars, the Minneapolis shop’s creative director.
“This gives [customers] some new entertainment to pull them into the strategy,” Lubars said.
In one new spot, a man overhears his dentist ranting on the phone about having to go to the police station, ending with a curt “He’ll live.”