It is inescapable every time you open your social feed. The secret envy after seeing your friends post their amazing vacation pics. The side-eye feeling when you know they’re just out for likes, but you double-tap it anyway. For the first time, Hotels.com is giving this ubiquitous but unspoken behavior a name and calling it what it is–the “hate-like.” In a new campaign, “Be there. Do that. Get Rewarded.,” launching next week in the U.S. and U.K., Hotels.com pokes fun at this universal truth and offers people a solution to their travel envy.
The “Be there. Do that. Get Rewarded” TV spots include “Romance” in which a woman soaking in a bathtub looks longingly at a couple’s romantic getaway pic on her cellphone–the camera then revealing that her significant other, her romantic interest, is nearby sitting on the toilet. Then another player enters the bathroom–Captain Obvious who comes to the rescue, pointing out the painfully obvious reasons why they hate-like their friends’ vacation posts and reminding them that Hotels.com can help them book brag-worthy trips of their own.
JJ Adler of m ss ng p eces directed “Romance” as well as other spots in this campaign from agency Crispin Porter+Bogusky (CP+B).
Credits
Client Hotels.com Agency CP+B Alex Bogusky, chief creative engineer; Johan Eghammer, executive creative director; Quinn Katherman, creative director; Ryan Contillo, Donny Brunner, Mike Motch, Austin Mankey, associate creative directors; David Carr, Dana Buckhorn, copywriters; Martins Miller, Steph Langan, art directors; Adam Skalecki, co-lead of design; Karin Schwartz, designer; Corey Blade, sr. studio designer; Bryan Sweeney, director of integrated production; Sloan Schroeder, group executive producer; Dan Corken, group executive interactive producer; Mimi McCormick, interactive producer; Lisa Lee, group executive art producer; Rosie Ollero, sr. art producer; Antoinette Rodriguez, art producer; Daniel Arnone, assistant producer; Jeffery Garland, content creator/DP; Kelly Mertesdorf, strategy director; Katie Sherman, sr. strategist. Production m ss ng p eces JJ Adler, director; Damien Acevedo, cinematographer; Ari Kuschnir, managing partner/founder; Kate Oppenheim, Brian Latt, managing partners; Dave Saltzman, exec producer/partner; Edward Grann, exec producer; Rebecca Davis, head of production; Greg Jones, producer. Finishing/Color MPC Ricky Gausis, colorist; Claus Hansen, Flame artist; Robert Owens, managing director; Karena Ajamian, producer. Editorial Cosmo Street Lawrence Young, editor; Kacie Gomez, producer; Marie Mangahas, head of production. Audio Post Lime Susie Boyajan, exec producer; Matt Miller, mixer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
