Ad of the Day: Airbnb Pitches You a Fantasy Rental Home Right Out of The Jungle Book

Disney deal is one piece of striking and fun new ads

I'm nine thousand foot up, preparing to land on open ocean."

That's the kick-off from an epic new ad series launching today from Airbnb's latest "Love this? Live there" campaign—the perfect post-Super Bowl Sunday surprise.

The spots benefit from two separate partnerships. This first one begins with Bear Grylls of Man vs. Wild dangling from an airplane before letting go and careening toward an island surrounded by turquoise water. No, it's not selling sky-dives, but the experience may well come part and parcel when you book a stay on a private island of your choice for $100 off. (Who says Richard Branson gets to have all the fun?)

The other spot, the fruit of a cross-promotion with Disney's The Jungle Book film, speaks exclusively through a CGI-rich live-action reimagining of Rudyard Kipling's classic tale of Mowgli, who cavorts wildly with his jungle buddies—before Airbnb punts you $100 off all treehouses! Because if you've never dreamed of living in a treehouse, even as an adult, you don't get to be our friend. 

"The diversity of homes on the Airbnb platform is unrivaled," Airbnb's CMO Jonathan Mildenhall tells Adweek. "In this campaign, we put the spotlight on some of the more unusual accommodations like treehouses, islands, ski chalets and beachside homes that travelers really love."

He adds: "Our partnership with Disney captivates the deep connection between both brands. This flagship film marks the perfect beginning of an exciting partnership. There is no better way to live the epic adventure in The Jungle Book than a magical treehouse experience on Airbnb. This film leans directly into this creative insight."

Both ads, conceived by TBWA\Chiat\Day, come in :15 and :30 variants and go live today. Over the course of the next few months, they'll be accompanied by seasonal content about people living out various passions—be they surfing, skiing or just lying back beachside. Expect to see them internationally in theatres and across digital supports. 

What's cool about this collection, which builds on the back of recent non-corporate stories like the Netflix and Chill apartment or even that post-snowstorm igloo number that Airbnb wasn't so crazy about, is that it puts the "Dream it, live it" narrative back into Airbnb's hands. If the brand unlocks the popular imagination, it isn't just because it provides a "local" alternative to hotels; it's also because time has blessed it with an accumulation of exceptional rental experiences that actually empower users to inhabit spaces once consigned to fantasy (and brought to you by Disney—"Swiss Family Robinson," anybody?)—or limited to people like Sting.

Think of it as the Uberization of adventure … and non-stop envy fodder for your insatiable Instagram account. Where will you go—what could you live—next?

CREDITS

Client: Airbnb

Chief Marketing Officer: Jonathan Mildenhall

Global Marketing Director: Brian Irving

Head Of Advertising: Peter Giorgi

Global Marketing Communications Manager: Marion Link

Global Head Of Production: Rachel Holbrook

Agency Production Lead: Holly Butler

Media Manager: Rachael Haley

Social Media Manager: Jasmine Atherton

Agency: TBWA\Chiat\Day

Chief Creative Officer: Stephen Butler

Executive Creative Director: Brent Anderson

Creative Director: Kevin Butler

Sr Art Director: Jason Nitti

Sr Art Director: Pierce Thiot

Sr Art Director: Uni Lee

Sr Copy Writer: Kathleen Swanson

Sr Copy Writer: Elrid Carvalho

Jr Art Director: Rafael Goncalves

Jr Copywriter: Sarah Johnston

Director Of Production: Brian O'Rourke

Executive Producer: Annie Uzdavinis

Executive Digital Producer: Kat Urban

Sr Digital Producer: Monica Miranda

Digital Producer: Keeley Tarter

Producer: Cristina Martinez

International President: James Vincent