Who: Booking.com, with Zulu Alpha Kilo for creative; MJZ L.A. for production (directed by Nick Ball); Final Cuts U.S. for post production; House of Parliament NY for VFX; Barking Owl for sound; and Mindshare for media.
What: “Book Whoever You Want to Be,” a new Super Bowl spot starring Tina Fey (reunited with some of her 30 Rock co-stars) about the wide range of experiences available with just a touch of a button at Booking.com. It’s the second year in a row that ZAK has done Booking.com’s Super Bowl spot.
What: “Book Whoever You Want to Be,” a new Super Bowl spot starring Tina Fey (reunited with some of her 30 Rock co-stars) about the wide range of experiences available with just a touch of a button at Booking.com. It’s the second year in a row that ZAK has done Booking.com’s Super Bowl spot.
When & Where: The campaign includes a 90-second online film with cutdowns and variations running across TV, audio streaming, online and social channels.
Why: 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.”
Booking.com backed up that insight with findings from a commissioned survey: 64% of travellers feel more “main character energy” while on vacation, and 50% say they have a travel alter-ego. That consumer insight led to the idea to show how booking a trip is about “imagining the person you could become” once you get there.
How: 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.
"The talented Tina Fey and surprising cameos by Glenn Close, Jane Krakowski and Jack McBrayer helped bring the creative to life in a fun, optimistic, comedic way that resonates with American travellers,” said Arjan Dijk, Booking.com's senior vice-president and chief marketing officer.
While Booking.com is US client managed by ZAK's New York office, the campaign was a multi-office production, with involvement from both its New York and Toronto offices.
And we quote: “This year's Booking.yeah campaign shows that travelers can book whoever they want to be by using our seamless app, with a wide range of unique places to stay across the U.S. and the globe." — Arjan Dijk, senior vice-president and chief marketing officer, Booking.com
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