Category: advertising

A+ CREATIVE: Airbnb “Bedtime”

**3 reasons (and a bonus) why I love the new Airbnb ad creative**

First, the creative insight. It’s strong and right there in the ad: “When you share a hotel room with your kid, you also share a bedtime with your kid.” For parents that can be frustrating. This framing sets up AirBNB’s offering nicely.

Second, the creative direction is intentionally generalized. The illustrated and animated approach allows Airbnb to showcase their overall offering and not be stuck showcasing just one specific location or family in their ad.

Third, the creative testing. This is a new :30 national tv ad – but Airbnb has been using this creative direction for over a year through their organic and other channels.

Those low cost, low risk channels have likely given them confidence that this creative resonates with their target audience and it’s helping them achieve their business and brand objectives.

And now, the bonus reason

I have to be honest, I’m embarrassed that I missed this when I first watched and made a video about this ad. I was so focused on those first 3 things that I didn’t really see the message shown on screen at the end:

“Some trips are better in an Airbnb.” Super brilliant. And here’s why.

Based on what we observe in the ad, who’s the target audience? People with kids who travel and typically stay in a hotel. They likely haven’t stayed at an Airbnb property. And, they may be hesitant to give it a try.

But the genius of the line is right at the beginning: “Some trips.”

Airbnb is planting this seed of an idea: in the coming year you’ll have a trip with your kid(s). For that trip, see how much better it is in an Airbnb.

They’re not saying “All trips.” Or asking them to dump their Marriott Bonvoy rewards. But for the right trip, Airbnb might be a better option.

I love this spot so much. Great job, Airbnb team!

SILENT SIGNALS: The importance of visual decisions

Subtle visual signals can have a MASSIVE impact in creative work. All because they can help – or hurt – your message.

Let’s quickly breakdown an example :30 TV ad from Fisher Investments. And then I’ll share 3 simple questions to ensure you’re making the right visual decisions in your own work.

Fisher’s ad explicitly states they are “different from other money managers.”

Lucky for us, a comparison ad makes it easier to demonstrate these visual differences. Here are at least 9 signals they’ve used:

  • Relaxed professional vs. Buttoned-up professional
  • Natural environment vs. Urban environment
  • Collaborative culture vs. Isolated culture
  • Warm, inviting colors vs. Cold, stark colors
  • Personable (photos on desks) vs. Impersonal (sterile desks)
  • Unique, eye-catching carpet vs. Bland, boring carpet
  • Open body language vs. Closed body language
  • Stand with clients vs. No clients (maybe we can infer those clients just left for Fisher)
  • Elevator’s upward motion (growth with Fisher) vs. Downward motion (decline with other money managers)

All together, these visual decisions communicate that Fisher Investments is warm, inviting, collaborative and, as they state, different from their competition.

When thinking about your creative work, ground yourself in these 3 questions when considering visual decisions:

  1. Who am I trying to reach?
  2. What am I trying to communicate?
  3. What visual clues and signals would a) support the message I am trying to communicate (for example – speed, quality, freshness, uniqueness, etc.), AND b) connect and resonate with the intended audience?

Taking a moment to reflect on and refine your visual decisions will enhance your connection to the audience, reinforce your message, and help you better achieve your objectives.