A doll spokesman called Red the Bobblehead, which The Richards Group inherited from Red Roof Inn’s previous agency, is back in a campaign that touts the chain’s newly renovated rooms. In the spots, which broke last week in select markets, actor John Goodman provides Red’s voiceover as the character whimsically introduces various facets of the rooms while sitting on the furniture and bobbing his head. Dallas-based Richards won back the business, which had been at IPG’s Hill, Holliday, Connors, Cosmopulos in San Francisco for a year and a half, in February without a review. Spending is estimated at $15 million.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity