Do you ‘Hate-Like’ Those Perfect Travel Photos From Influencers? Hotels.com Wants to Help

Go from eye-rolling to jet-setting, urges Captain Obvious

Why hate-like someone else's rainforest treehouse vacation when you can go book your own? CPB
Headshot of David Griner

If you find yourself grudgingly, perhaps even bitterly appreciating the lush and intensely curated travel photos in your Instagram feed, this ad campaign might speak to you.

Dubbing such the social media practice the “hate-like,” Hotels.com and agency CPB are building their newest Captain Obvious ads around our tendency to click like on things that also get under our skin—not because the photos are lovely, but rather because they make us a bit resentful of the lucky few who seem to travel the globe in A-list style at a whim.

Hotels.com is promising to help you book your own vacation on par with the filtered influencer fare glamming up your feed, though they’re not promising to offer the personal stylist and retoucher truly required to turn the tables.

In “#MyDream”, a commuter to Omaha looks on while someone else enjoys his dream of vacationing alongside rapper and increasingly frequent ad star Lil Jon, who recently appeared in a Pepsi Super Bowl ad and did a collab with Kool-Aid Man.

In “#Romance”, a woman longs for a dreamy getaway to bond with her husband, though they seem maybe a bit too comfortable together already.

“It’s easy to sell people on the idea of a vacation, but harder to tap into the truth that’s keeping them from vacationing,” says Quinn Katherman, creative director at CPB. “We didn’t want to go the traditional route of vacation eye-candy montages. So we tapped into something emotionally true, like how miserable it is to not be on vacation, especially when it feels like everyone in your social feed is on some amazing trip.”

Even the 15-second iterations of the campaign are pretty enjoyable:

CREDITS:
Brand: Hotels.com
Sr Director, Global Brand Creative (Hotels.com): Mike Wolfe
Director, North America Brand Marketing (Hotels.com): Katie Van
Brand Manager, North America (Hotels.com): Kelly Kent
Sr Manager, Brand And Global Advertising (Hotels.com): Aude Ducharme
Brand Creative Manager (Hotels.com): Laura Montoro
Social Media Manager, North America (Hotels.com): Jeff Havens
Social Media Manager, Emea (Hotels.com): Sarah Sandiford

Agency: CPB
Chief Creative Engineer: Alex Bogusky
Executive Creative Director: Johan Eghammer
Creative Director: Quinn Katherman
Associate Creative Director: Ryan Contillo
Associate Creative Director: Donny Brunner
Associate Creative Director: Mike Motch
Associate Creative Director: Austin Mankey
Copywriter: David Carr
Art Director: Martins Miller
Copywriter: Dana Buckhorn
Art Director: Steph Langan
Co-lead Of Design: Adam Skalecki
Designer: Karin Schwartz
Senior Studio Designer: Corey Blade
Director Of Integrated Production: Bryan Sweeney
Group Executive Producer: Sloan Schroeder
Group Executive Interactive Producer: Dan Corken
Interactive Producer: Mimi McCormick
Group Executive Art Producer: Lisa Lee
Senior Art Producer: Rosie Ollero
Art Producer: Antoinette Rodriguez
Assistant Producer: Daniel Arnone
Content Creator / D.p.: Jeffery Garland
Editor: Matt Wade
Global Account Director: Christi Clark
Managing Director: Helen James
Account Director: Fiorella Juarez
Account Director: Mia Bedran
Account Supervisor: Alyssa Fitterer
Account Manager: Noelle Demo
Account Manager: Sam Crawford
Jr Account Manager: Giulia Jolk
Project Manager: Courtney Reid
Project Manager: Emily Edwards
Director Of Business Affairs: Trisha Ramdoo
Associate Business Affairs Manager: Zach Brown
Business Affairs Manager: Calli Howard
Strategy Director: Kelly Mertesdorf
Senior Strategist: Katie Sherman
Photographer: Robyn Van Swank

Production Company: m ss ng p eces
Cinematographer (Production Co): Damien Acevedo
Managing Partner / Founder (Production Co): Ari Kuschnir
Managing Partner (Production Co): Kate Oppenheim
Managing Partner (Production Co): Brian Latt
Executive Producer / Partner (Production Co): Dave Saltzman
Executive Producer (Production Co): Edward Grann
Head Of Production: Rebecca Davis
Director: JJ Adler
Producer: Greg Jones
Finishing / Color Company: MPC
Colorist (Finishing / Color Co): Ricky Gausis
Flame Artist (Finishing / Color Co): Claus Hansen
Managing Director (Finishing / Color Co): Robert Owens
Producer (Finishing / Color Co): Karena Ajamian
Editorial Company & City: Cosmostreet
Editor (Editorial Co): Lawrence Young
Producer (Editorial Co): Kacie Gomez
Head Of Production (Editorial Co): Marie Mangahas
Audio Mix Company & City: Lime
Executive Producer: Susie Boyagan And Kayla Ph
Mixer: Matt Miller
Social Video Line Producer: Alex Vannortwick
Animator: Andy Schulman


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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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