Deutsch’s First Work for Calls Out to Overworked Grownups Everywhere

By Patrick Coffee 

Back in October, Campaign reported that travel site was testing work by its creative AOR Wieden + Kennedy against challenger Deutsch.

Yesterday we learned, again via Campaign, that Deutsch and Joan had swiped the account from W+K: an earlier version of this post said that Joan would handle project work, but the two agencies will be sharing the account. (W+K will still handle the international portion of the business, with new campaigns from its Amsterdam and Tokyo offices.)

Deutsch’s first campaign launched this week, and its target audience is adults who are more than a little overworked. Not that agency employees can relate…


First, a frazzled teacher with the requisite rings under her eyes who really wants to be doing tequila shots in Cancun.

Next, a bro who has the very same gig we scored at the ripe old age of 15: ball boy on a driving range!

If Mark Zuckerberg taught us anything, it’s that Hawaii is really expensive. Not sure this dude can afford a trip there on his salary, but we’ll go with it.

CCO Dan Kelleher of Deutsch’s New York office explains:

“’s new campaign pokes fun at how important people’s vacations are in a lighthearted, relatable way. Our jobs might be hard, but the good news is, when you use, you can rest assured that your vacation accommodations will be exactly what you wanted. Pushing off this truth, the new campaign aims to amplify that importance and position as the best choice for such an important decision.”

From the client’s U.S. marketing director Paul Smailes:

“At we are always exploring new ways to help travelers book their well-deserved vacation in the U.S. or abroad in the easiest manner possible. Our new campaign seeks to exemplify this belief in a tongue-in-cheek tone and show the variety of ways we help travelers find the perfect place for them.”

Sources told Campaign that the company’s main goal is getting more visitors to its homepage. Should be interesting to see Joan’s work on the brand too.


Agency: Deutsch

Chief Creative Officer, North America – Pete Favat
Chief Creative Officer – Dan Kelleher
Executive Creative Director – Pete Johnson
Group Creative Director – George Decker
Creative Director – Matthew Moyer
Creative Director – Jeff Kopay
Director of Integrated Production – Joe Calabrese
Sr. Producer/Content Director – Joe Pernice
VP, Integrated Business Affairs – Jaymie Lipman
Strategy Director – Ben Parker
EVP, Group Account Director – Tyler Helms
SVP, Account Director – Kristen Rincavage
Assistant Account Executive – Mick Potthast

US Marketing Director – Paul Smailes
Brand Communications Manager – Ali Ronca
Global Brand Producer – Nnamdi Nwosu
Global Head of Brand – Manuel Douchez
Global Marketing Director – Andrew Smith

Production Company: Community Films
Director – Jared Hess
Executive Producer – Carl Swan
Executive Producer – Lizzie Schwartz
Head of Production – Chris Spanos
Producer – Lisa Shaw
Set PA – Elliot Hess

Production Company – Jacaranda Films
Executive Producer – Remi Noiriel
Executive Producer – Mauro Groisman
Head of Production – Felipe Nogueira
Line Producer – Ana Luz Cordoba

Editorial: Cosmo Street
Editor – Tom Scherma
Executive Producer – Maura Woodward
Producer – Anne Lai
Producer – Vietan Nguyen
Asst. Editor – Joshua Berger

Telecine: Ntropic
Creative Director – Simon Mowbray
Producer – Laura Livingston

Visual Effects Company: Ntropic
Creative Director – Simon Mowbray
Producer – Laura Livingston

Audio Post Company
CEO – Bob Giammarco
Audio Mixer – Carl Mandelbaum
Audio Mixer – Rex Recker
Assistant – Drew Campbell
Producer – Molly Burke