mcgarrybowen Chicago launched a new digital campaign for Fairfield Inn & Suites starring Mr. T (Lawrence Tureaud), following his transformation into Mr. Guaran-T.
As you may have imagined, the transition to Fairfield Inn & Suites employee doesn’t exactly go smoothly, as the above “What Do You Want, Fool?” shows. Mr. T struggle through a kind of orientation period, learning not to refer to guests as “fools” and “suckas,” as well as the right (and wrong) way to deliver extra pillows. Finally Mr. T makes a connection during Fairfield Inn & Suites’ complimentary breakfast and just may be settling into the new role.
The humor in the spot is pretty much exactly what you’d expect, with lots of Mr. T riffing on his own character. While that’s not exactly a fresh joke, it’s still a fairly entertaining change of pace from the usual fare in the category and a good deal more watchable than you’d expect from a lengthy online ad for a hotel chain.
So far the ad seems to be a hit online, racking up over 150,000 views and receiving zero dislikes since being uploaded last week. Supporting the full-length effort are a series of shorter spots, including one featuring visitors at the hotel chain surprised to find Mr. T checking them in, several 15-second teasers and a “From the A-Team to the F-Team. The Making of Guaran-T.”
Credits:
Client: Fairfield Inn & Suites
Agency: mcgarrybowen, Chicago
Chief Creative Officer: Ned Crowley
Group Creative Director: Kevin Thoem
Group Creative Director: Lee Remias
Associate Creative Director: Rob Neveau
Associate Creative Director: Ryan Carter
Producer: Mike Dahl
Director of Content Production: Steve Ross
Director of Broadcast Business Affairs: Joann Baker
Senior Business Manager: Kiki Powell
Talent Supervisor: Rachel Franker-Groth
Group Managing Director: Lisa Groot
Account Director: Elizabeth Sandoval
Assistant Account Executive: Madeline Gorman
Music Producer: Brandy Ricker
Production Company: Arts & Sciences
Director: Matt Lenski
Executive Producers> Mal Ward, Marc Marrie
Producer: Dina Oberly
Director of Photography: Benn Martenson
Editorial: Cutters Chicago
Editor: Grant Gustafson