This spot, part of the first campaign from The Martin Agency for KAYAK, shows a woman who’s hired several body doubles to try on hundreds of pants for her in a store’s dressing rooms. This way she can quickly and readily see which pants look best on her without having to do all that much herself–kind of like how KAYAK works by sifting through assorted travel sites to get the best deals in flights, hotels and rental cars.
Benji Weinstein from Tool of North America directed the commercials in this “Travel Problem Solved” campaign.
Credits
Client KAYAK Agency The Martin Agency Joe Alexander, chief creative officer; James Robinson, executive creative director; Jamie Umpherson, sr. copywriter; Marie Richer, sr. art director; Kelly Sutton, producer; John McAdorey, executive producer. Production Tool of North America Benji Weinstein, director; Oliver Fuselier, managing partner; Lori Stonebraker, exec producer; Chris Scherk, producer. Editorial Cut+Run Frank Efron, editor; Rena Martin, exec producer; Evyn Bruce, producer. Color Nice Shoes Gene Curley, colorist. Finishing Jogger Studios End Cards Hunter Gather Audio Post Heard City Phil Loeb, engineer/mixer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
