Booking.com "Book Whoever You Want to Be" by Zulu Alpha Kilo

The new campaign is on the Booking.Yeah platform, but uses the line "book whoever you want to be," to focus on the ways the travel site lets people book vacations to "explore the diverse personas within themselves."

The anchor 90-second spot and each cutdown open the same way, with Fey lounging on an elegant hotel patio and explaining that because Booking.com has so many choices, there are so many Tina Feys she could be. "So, I hired body doubles to help me out," she says.

The ads all show humorous scenarios for the many different Tina Feys: "Splurgy" Tina, played by Jane Krakowski (Jenna from 30 Rock) for example, loves a hotel near Rodeo Drive (very Jenna). While another 30 Rock castmate, Jack McBrayer, joins "Rustic" Tina—a Sasquatch—at a Wyoming cabin (very Kenneth). "I feel like the resemblance is slipping a little bit, right?" says the real, slightly insulted, Fey.

Glen Close also appears as Wild Tina, who booked a farm so she could ride a horse. But the real Tina Fey is not happy when Close delivers what's supposed to be her tagline—"With millions of possibilities, you can book whoever you want to be"—and sets out after her. In total, ZAK shot 16 different scenes and scenarios for the various executions, including TV and social posts.