Expedia’s Quirky Ad Encourages Cooped-Up Consumers to Turn Travel Fantasies Into Reality

Noble Horvath

A living-room coffee table becomes a convertible car with unlimited miles, and a household broom turns into a diving board for a crystalline swimming pool. That’s what can happen if you let your imagination run wild and daydream about a vacation while sheltering at home. Expedia knows that many people […]

A living-room coffee table becomes a convertible car with unlimited miles, and a household broom turns into a diving board for a crystalline swimming pool. That’s what can happen if you let your imagination run wild and daydream about a vacation while sheltering at home.

Expedia knows that many people in the country are going stir crazy, fantasizing about a change of scenery and plotting the relaunch of their delayed travel plans. The brand, via agency Team One, has debuted a new campaign called “Stop Motion. Start Traveling,” aiming to capture the “current longing to explore and discover.”

As the name would imply, it’s a stop-motion piece of work that features a real couple hanging out in their apartment. It quickly shifts into animation mode to peek into their quarantine playacting, using whatever they have on hand to go on pretend journeys like hiking along a bedsheet mountain and eating breakfast in bed via “room service.” (They probably already made their “Bored in the House” TikToks.)

“Travelers want to feel inspired to get back out there, when they’re ready,” according to the brand. If it’s any gauge of pent-up demand, the video has logged more than 1.3 million hits on YouTube in a few days.

While the spot itself encourages globetrotting, its behind-the-scenes production also covered significant ground. There were teams from at least six cities, spanning several continents, involved in creating the ad. Team One, which won the travel booking service’s account in 2018, supervised remotely from Los Angeles and London with client reps in Seattle, Brazil and the U.K. The stop-motion director, Victor Haegelin, found and recruited through social media, worked on the project from France.

The hero ad is running in the U.S., Canada and the U.K., with additional spots on digital. Expedia’s campaign follows a number of marketing efforts—like the collaboration between American Airlines, Marriott, Disney, Delta and 70 other brands—that are nudging consumers to book trips. 

CREDITS

Team One:

CEO: Julie Michael

Chief Creative Officer: Chris Graves

Chief Strategy Officer: Mark Miller

Executive Creative Director: Fabio Costa 

Creative Director: Amina Halim 

Creative Director: Davide Vismara 

Copywriter: Andrew Crawford 

Art Director: Joshuah Harms 

Director of Production: Sam Walsh

Producer: Sascha Peuckert

Associate Producer: Emily Wold

Producer UK: Becky Matthews

Music Supervisor: Neil Cleary

Strategy Managing Director: Ronn Dohn

Sr. Strategic Planner: Lauren Mabuni

Group Account Director: John Coelho

Management Supervisor: Meredithe Woodward

Account Executive: Meagan Danielak

Associate Director of Project Management: Erik Howerbush

Sr. Project Manager: Claire Lynch

Expedia: 

Chandreyi Davis: VP, Brand Marketing, Brand Expedia at Expedia Groupe

Adam Francis: Global Director of Brand Marketing at Expedia Groupe

Jessica Eichner: Head of Brand Marketing, US at Expedia

Fernando Botelho: Head of Brand Marketing, LATAM

Alba Bolea Martinez: Sr. Marketing Manager, EMEA

Megan Nikzad: Sr. Marketing Manager, Americas

Prod. Company: WIZZ / Quad Group

Director: Victor Haegelin

EP: Amanda Stubbs

Producer: Claire Madigan

Production Manager: Camille Lippmann

Prod. coordinator: Marion Berdoati Sauzedde

Director of Photography: Sacha Wiernik 

Production Design: Géraldine Stivet, Bertrand Leclerc

Editorial/Finishing: TOM

Director of Post Production & Visual Effects: Bryan Cook

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