BBDO New York launched a new 30-second spot entitled “Life Lessons” as part of the “Whatever’s On the Line. Priceline.” campaign it launched earlier this month with its first work for the client since winning AOR duties last September.
“Taking your daughter to a game in San Antonio could be a special trip, but hotels can be expensive,” begins the voiceover from the familiar William Shatner at the opening of the spot, as a father plays a game of hoops with his daughter.
Two scenarios follow: one in which the girl receives some welcome life advice from David Robinson about hard work and a good attitude being the key to success; the other sees the father and daughter receiving a less welcome line from Latrell Sprewell at a greasy spoon diner, “Success is just failure that hasn’t happened yet.”
Basketball fans who remember the two players’ careers should find humor in the juxtaposition and especially in Sprewell’s self-mocking appearance. The spot also gels well with the campaign’s approach, with the humor serving as a memorable reminder of the supposed implications of not using Priceline. And while “Life Lessons” may seem a bit harsh, it’s certainly a step back from the dark humor of the campaign’s debut spots, which included jokes about incest and an adoption gone wrong (see below). The campaign will continue to roll out during the first quarter of the year, supported by a large social component on Facebook.
Credits:
Agency: BBDO New York
Client: Priceline.com
Title(s): “Cousins” – “Baby” – “Nana” – “Life Lessons”
David Lubars – Chief Creative Officer, BBDO Worldwide
Greg Hahn – Chief Creative Officer, BBDO New York
Chris Beresford-Hill – Executive Creative Director
Dan Lucey – Executive Creative Director
Dan Kenneally– Creative Director (Life Lessons)
Ryan Raab– Creative Director (Life Lessons)
Mike Motch – Senior Copywriter (Cousins, Baby)
Austin Mankey – Senior Art Director (Cousins, Baby)
Kim Nguyen – Associate Creative Director (Nana)
Marques Gartrell – Associate Creative Director (Nana)
Tricia Lentini – Executive Producer
Amy Orgel – Project Manager
Tom Naughton – Group Planning Director
Ross O’Donovan – Senior Director
John Chleborad – Account Director
Laura McWhorter – Account Manager
Erin Oliver – Account Executive
Shelly Bloch – Business Affairs
oPositive Films:
Jim Jenkins – Director
Ralph Laucella – Executive Producer
Marc Grill – Line Producer
Ellen Kuras – Director of Photography
Mackenzie Cutler:
Ian Mackenzie – Editor
Mike Leuis – Assistant Editor
Sam Shaffer – Sound Designer
Executive Producer: Sasha Hirschfield
VFX:
Schmigital
Sound Mixing:
Tommy Juacarone/Sound Lounge
Brand Music:
Human
Animation:
Sibling Rivalry (Brand animation)
Mr. Wonderful (Life Lessons Graphics)
FACEBOOK CREDITS
Agency: BBDO New York
Client: Priceline.com
David Lubars – Chief Creative Officer, BBDO Worldwide
Greg Hahn – Chief Creative Officer, BBDO New York
Chris Beresford-Hill – Executive Creative Director
Dan Lucey – Executive Creative Director
Dan Kenneally– Creative Director
Ryan Raab– Creative Director
Mike Motch – Senior Copywriter
Austin Mankey – Senior Art Director
Brian Pinkley – Senior Art Director
Ricky Johanet –Copywriter
Joe Croson – Associate Director, Integrated Production
Tricia Lentini – Executive Producer
Amy Orgel – Project Manager
Tom Naughton – Group Planning Director
Ross O’Donovan – Senior Director
John Chleborad – Account Director
Laura McWhorter – Account Manager
Erin Oliver – Account Executive
Shelly Bloch – Business Affairs
oPositive Films:
Spencer Riviera – Director
Ralph Laucella – Executive Producer
Devon Clark – Line Producer
Ellen Kuras – Director of Photography
Mackenzie Cutler:
Mike Rizzo – Editor
Brendan Hogan – Assistant Editor
Executive Producer: Sasha Hirschfield
VFX: Schmigital
Sound Mixing and Design: Sam Shaffer/Mackenzie Cutler
Animation: Mr. Wonderful