Little Luxuries Are a Big Freaking Deal in Epic New Ad for

An ode to 'aggressive relaxation' recognizes that people have various preferences (and borderline fetishes) when it comes to hotel amenities, a fact highlighted in the site's incredibly goofy but totally likable new ad. 

Each scene shows a vacationer really, really enjoying some mundane hotel perk, like free ice and all-you-can-eat scrambled eggs. Backed by a dramatic score and the booming narration of Futurama's John "Bender" DiMaggio, the spot takes great joy in nonsense words ("Maximum plushosity!" "Airborneness!") and solid slow-motion acting. Props to the teenager struggling with the five-pound barbell and the man blowdrying his glorious mane, along with the lady who squeezes lemons with euphoric abandon.

It's a fantastic follow-up to last year's "The Delight of Right" campaign, and now I'm absolutely ready to book some "aggressive relaxation." 


Agency: Wieden + Kennedy, Amsterdam
Executive Creative Directors: Mark Bernath, Eric Quennoy
Creative Directors: Genevieve Hoey, Zach Watkins
Art Directors: Kia Heinnen, Cari Vanderyacht
Copywriters: Zoe Hawkins, Siavosh Zabeti
Head of Broadcast Production: Erik Verheijen
Broadcast Producer: Elissa Singstock
Production Company: Traktor
Director: Traktor
Director of Photography: Bojan Bazelli
Producer: Rani Melendez
Editing Company: Final Cut
Editor: Edward Line
Audio Post: Grand Central Recording Studios
Audio Mix, Sound Design: Raja Seghal
Music Company: Massive Music
Postproduction Company: MPC
Visual Effects Supervisor: Franck Lambertz
Colorist: Jean Clement Soret
Visual Effects Producer: Julie Evans