CHICAGO WPP Group's Young & Rubicam here apes game shows—right down to employing iconic host Wink Martindale—in a new television campaign for travel Web site Orbitz.
The ads, which broke earlier this week, depict all the trimmings of TV game shows, from sliding doors and moving sets to studio applause. In the first spot, a father of three competes against a computer expert to book a hotel room in Hawaii on a golf course for under $100. Despite having his children crawling all over him, the father manages to triumph thanks to Orbitz.
"Using the classic game show format in our advertising demonstrates in a fun way how much easier and faster it is to use Orbitz to book travel," said Mitch Truwit, president of the Chicago-based company, in a statement. "With Orbitz, everyone can be a winner."
Earlier this year, Orbitz solicited ideas for a project from both Y&R and Omnicom Group's BBDO Chicago. It was unclear if the new campaign was a result of that pitch.
Spending on the effort was not disclosed. Orbitz spent nearly $25 million on advertising last year, according to Nielsen Monitor-Plus.