"There would be no such thing as extremism in the world if people knew their heritage." So says Aureile, one of the teary-eyed subjects in "The DNA Journey," a stirring campaign from Danish travel site Momondo that's become a surprise viral hit, tallying millions of global views in just a few weeks (the lion's share for its centerpiece five-minute video). Created with DNA testing service AncestryDNA, ad agency &Co and production house Bacon, the initiative focuses on 67 very diverse people who, at the outset, think they know a thing or two about their heritage, and some of whom hold strong views (read: prejudices) about other nationalities. Many of their expectations are upended, however, when they receive the results of DNA tests that determine their true genetic origins.
OK, you world-wise travel people. Ever been to Wotifia? Never heard of it? It's right next to Freedonia, that fake country invented by the Marx Brothers in Duck Soup. Wotifia is actually the brainchild of ad agency M&C Saatchi in Sydney, which borrowed a page from the Marx Brothers—and early Terry Gilliam's work for Monty Python—to help rejuvenate the image of Australia's largest online travel site, Wotif.com. The agency created a short buddy movie that features two clueless looking dudes literally falling into surreal travel adventures in an animated world called—what else?—Wotifia. The adventures are set to a ridiculous music track with ridiculous lyrics that sound like a mashup of Barry Manilow and Lionel Richie after you've taken a whopping dose of hallucinogens. The boys encounter dancing llamas in South America, a soil-your-swimshorts experience with sharks, a bone-breaking ski trip to the Alps, a run-in with a 100-foot bikini clad beauty who emerges from the sea like Godzilla, and a lazy Susan full of Chinese food like it's a merry-go-round. Michael Betteridge, Wotif's general manager of marketing, says the campaign, which launched last month, "is designed to reach the 'next generation' of travelers and introduce them to our brand, our range of travel products and experiences, and to our irreverent and fun approach to travel." Irreverence is certainly the theme. Credits below.
Expedia travels into amusing territory with three new commercials from Ogilvy & Mather in London. In each spot, achingly average people become intensely interesting to friends and co-workers after taking trips booked through the client's website and mobile app. In fact, they become so darn fascinating—sharing silly holiday snaps and gushing about their experiences—that a magician who saws himself in half, a stuntman riding fiery explosions and an acrobatic horse whisperer can't compete in the battle for attention. The ads are the latest from Expedia's pan-European "Travel Yourself Interesting" campaign, which won a Creative Effectiveness Lion last month at Cannes. Gerry Human, chief creative officer at the agency, says the goal is to "steer away from travel marketing clichés." Indeed, the work achieves that objective in entertaining fashion with its tongue-in-cheek appeal to our ingrained vanity and sloth. Who wouldn't want to earn praise just for taking a vacation? Making talented folks who worked hard to master their craft look like dull dweebs is the cherry on top. (Stupid magician—make yourself disappear!) brightcove.createExperiences();
Don't skip your trip to Paris. The love of your life is waiting there, says Expedia. In this new ad from Expedia Mexico (and director Rodrigo Garcia Saiz), the online travel agency tells a simple story about buying plane tickets and having a meaningful life, from the perspective of an old woman looking back on the roots and fruits of her international romance.
Stumped for a last-minute Memorial Day getaway destination? Travelocity created a fun Twitter game that might be able to help.
In its first work for Hotels.com since adding the business last October, Crispin Porter + Bogusky goes the self-consciously wacky route by introducing Captain Obvious.
Booking.com 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."
Some folks are finding Barton F. Graf 9000's latest advertising excursion for travel site Kayak.com a less than uplifting experience.
Expedia's "Find Yours" campaign from 180LA, which has produced some pretty forward-thinking and powerful spots in the recent past, is now encouraging you to "Find Your Spontaneity" by entering to win on
Kayak.com's travel deals inspire some hotel-lobby hot steppin' in this new spot, as a middle-aged couple treat us to the "wet-dog wiggle" and the "Chattanooga check-in." (Guess which dance features one partner ringing the desk bell with his toe?