180LA Shares Multicultural Message in Timely Expedia Campaign

By Erik Oster 

180LA launched a timely spot for travel site Expedia, extolling the virtues of global understanding, compassion and multiculturalism.

Entitled “Train,” the 60-second spot opens on a young woman riding the Trans-Siberian Railway, receiving a lesson on what’s truly important in life from an older mentor. As the spot progresses, we see how the woman has carried the lesson with her throughout her life as she ages, from protesting injustice to aiding refugees, ending with her as an old woman once again riding a train, talking to a young man. “You may not always know it at the time,” the voiceover concludes, “but one day you will look back and see that you’ve made the world a better place.” It concludes with the tagline, “Travel the world better.”

The timely spot sees Expedia standing in opposition to xenophobia and embracing travel’s role in educating people about other cultures and fostering empathy and understanding.

While most brands have avoided making a statement during Trump’s inauguration and Digiday reports that some ad buyers are “sitting out for inauguration news and for Trump news,” Expedia takes a stand against the president’s xenophobic and isolationist tendencies — without expressly addressing them, of course. Still, the message is unmistakable. And in case there were any doubt, the spot makes its debut today during CNN’s coverage of the inauguration.

“The message of ‘Travel the World Better’ is at the core of why Expedia exists. We believe that travel has the power to transform you and shape your views of the world,” Expedia senior director, brand marketing Vic Walia explained in a statement. “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.”

Credits:
Client: Expedia
Senior Director Brand Marketing: Vic Walia
Brand Marketing Manager: Jessica Eichner

Agency: 180LA
Chief Creative Officer: William Gelner
Executive Creative Director: Eduardo Marques
Executive Creative Director: Rafael Rizuto
Creative Director: Pierre Janneau
Creative Director: Dan Kroeger
Associate Creative Director: Cary Ruby
Associate Creative Director: Florian Bodet
Head of Integrated Production: Natasha Wellesley
Executive Producer: Craig Keppler
Group Account Director: Rachel Gilmour
Brand Director: Brooke Stites
Brand Manager: Allison Landrum
Brand Manager: Jens Bracht
Planner: Becca Taylor
Planning Director: Anne Heuer
Director of Business Affairs: Loretta Zolliecoffer

Film Production
Production Co: Stink LA
Director: John Hillcoat
DP: Robert Elswit
Managing Director: Jeff Baron
Executive Producer: James Cunningham
Producer: Scott Craig
Shoot Locations: Uruguay & Malaysia

Editorial
Editorial Company: Exile LA
Editor: Elliot Graham
Assistant Editor: Brandon Lawrence
Executive Producer: Carol Lynn Weaver
Producers: Brittany Carson, Ashley Bartell, Toby Louie

Completion/Special Effects
VFX house: Saint

Flame Artist: Rob Trent

Executive Producer: Helen Park

Producer: Mary O’Gara

Producer: Kristin Thoegersen

Recording Mix
Recording Studio: Lime
Mixer: Zac Fisher
Executive Producer: Susie Boyajan

Music:
Music: We Are Walker
Composer: Robert Miller
Founder/Executive Producer: Sara Matarazzo

Sound Design:
Sound Design: Formosa
Composer: Per Hallberg
Producer: Lauren Cascio

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