Roads Less Traveled By 360

Fun-loving monks and a vegetable-lobbing traveler appear in offbeat campaigns for U.S. Franchise Systems here, which launched inaugural TV spots for its Microtel Inn & Suites and Hawthorn Suites last week on national cable channels.
360 in Atlanta created both campaigns. For Microtel, a new chain of about 150 budget hotels, the idea was to showcase the growing number of locations, said 360 creative director Zach Watkins. So the shop married a road trip concept with a pair of Buddhist monks who travel from one Microtel to another on a “journey of enlightenment.”
In one 15-second spot, the monks frolic in an amusement park while a voiceover intones: “The less we spend on sleeping, the more we spend on living.