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.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning.
The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly.
“Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
