The wary will likely relate to the folks in the new U.S. campaign for Booking.com, the brand's first work from Deutsch New York.
Two spots depict hard-working folks toughing it out on the job -- a haggard kindergarten teacher stands amidst a swirl of kiddie chaos, a golf course ball collector gets pummeled incessantly with orbs, protected only by the cage on wheels that encloses him. Both seek escape from the grind, and they find their hope in Booking.com's hassle-free app, which lets them book their dream getaways in no time so they can start relaxing "even before the vacation begins."
"Our jobs might be hard, but the good news is, when you use Booking.com, you can rest assured that your vacation accommodations will be exactly what you wanted," said Deutch N.Y. CCO Dan Kelleher in a statement. "Pushing off this truth, the new campaign aims to amplify that importance and position Booking.com as the best choice for such an important decision."
"In the U.S., people are sadly taking fewer and fewer vacations each year, which means the idea of a vacation is at a premium, so nothing is more important than getting it right," added Paul Smailes, Booking.com's U.S. marketing director.. "Our new campaign seeks to exemplify this belief in a tongue-in-cheek tone and show the variety of ways we help travelers find the perfect place for them."
The spots were directed by Jared Hess ("Napoleon Dynamite," "Masterminds") and produced by Community Films. They will air across the U.S. on major networks and across cable and digital channels. More ads will break later this year.
Booking.com's previous U.S. campaigns included a series of funny spots chronicling the wedding misadventures of Jordan Peele and Chelsea Peretti, out of Wieden & Kennedy, Portland. W&K's Amsterdam office also helped introduce the brand to the U.S. with a comedic campaign that hyperbolically capitalized on the glories of being on vacation.