Ad of the Day: Orbitz

The travel site's new anthem urges you to actually take those vacation days already

Don't worry gents: Orbitz thinks you look great in that skirt.

Along with its website redesign, the online travel agency is out with a new campaign encouraging all Americans to "Take vacation back"—by actually using all those days off you've earned grinding away at your jobs with single-minded puritanical devotion. Created by BBDO New York, the central spot marks a new positioning for the brand, shedding the old, fast-talking, slapstick sales pitch pushing its intimate knowledge of hotels for an rallying anthem urging more time in the sun—by the pool, on the golf course—or shacked up with your sweetheart in your luxe suite.

Flipping from one vacation-scape to the next, the ad features a demographic range of travelers offering zippy quips to make the brand's case: "We the people will take our vacation days. All of them," says the collective voiceover. "We will wear sarongs, and look so right," says the paunchy middle-aged guy, standing, hands mock-defiantly on hips, against a tropical backdrop. "We will honeymoon like rabbits," a grinning newlywed assures the camera, from under the covers. And so forth.

It's a fun approach for the brand, rooted in a smart insight—only 57 percent of U.S. workers actually use all their vacation time, according to a Reuters/Ipsos poll—that's likely to resonate with the people who do need to get away more. The brand also manages to work in its mobile app (roughly 9 percent of the brands hotel transactions in Q1 were on mobile devices) without making the cameo too awkward. Another notable detail: The logo on the golfer's cap is for the Human Rights Campaign—a reference, passing as it is, in keeping with the brand's history of support for LGBT rights.

We are glad, though, not to be the pool boy.


Client: Orbitz

Agency: BBDO New York

CCO: David Lubars

Senior Creative Director: Susan Golkin

Senior Creative Director: Gro Frivoll

Creative Director/Art Director: Dan Cohen

Associate Creative Director/Copy Writer: Jon Yasgur

Producers: BBDO New York

Senior Content Producer: Tricia Lentini

BBDO Music Producer: Loren Parkins

Production Company: Uber Content

Director: Luis Gerard

Prod Co. Executive Producers: Steve Wi, Preston Lee, Phyllis Koenig

Production Line Producer: J.D. Davison

Editor: Mackenzie Cutler

Editor: Dave Anderson

Asst. Editor: Winslow Lewis

Schmidgital at Mackenzie Cutler: Visual Effects House

Music House: Human