Expedia Shares a Powerful Message of Global Togetherness Amid a Divisive Inauguration

The timing is no coincidence

While most brands seem to be quietly disinterested in discussing today’s inauguration, travel booking site Expedia seems a bit more willing to wade into the fray.

A new ad from the brand and agency 180LA is debuting today during CNN’s coverage of Donald Trump’s presidential inauguration, but its message is notably out of sync with Trump’s general worldview of American exceptionalism and (specifically) distrust of Muslims.

“The Train” tells the story of a woman traveling the globe and immersing herself in a wide range of cultures and events. The rapid-fire storytelling packs in a world of romance, tension, exploration and activism. Beautifully shot and perfectly cast, it’s a stellar ad for any time period, but one that’s likely to be especially impactful today and in the months to come.

“We believe that travel has the power to transform you and shape your views of the world,” said Vic Walia, senior director of brand marketing at Expedia. “We believe that the more each of us travel and peek over our neighbor’s fence, we learn that we have more in common than we have different. Our hope is that everyone can take this day to reflect on how they can connect to their neighbors across the country and around the world.”