Category: creative

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!

A TRAVELER AND HIS TURTLE

**Yes, this really happened**

“Bet you can’t guess what’s in my backpack.”

I glance up, half-listening, pegging him as another oddball. “No clue”

“My snapping turtle.”

I scan his face for a sign he’s joking. Nothing.

“Seriously?” I picture a cranky little turtle wedged between socks and toothpaste.

“WINNNNSTON” he says, grinning like he’s announcing a prizewinner. “He’s my buddy, and he can’t wait to see Michigan today.”

“Family up there?”

“Yep, Christmas with my sister for two weeks. You want to meet him?”

“Huh?”

“My buddy, Winston. Let me get him out.”

“No, not here. I’d hate for something to happen to him.”

Instead of listening, he cups his hands around his mouth and calls out, “Help! Help!”

Heads in the line swivel. My heart skips a beat.”

“What are you doing?!?”

“I like it. People look at you funny. Try it.”

“No thanks. I’d rather not get extra attention from TSA – especially with Winston in your bag.”

He grins wider. “That lady… she has a real nice butt.”

I feel my cheeks flush. Oh god, not this. He says it again. Louder. I brace for chaos.

But the woman chuckles. “Thank you,” she says with a smile before shuffling ahead.

I exhale, stunned.

He adjusts his backpack as if nothing happened.

“I’m going ice fishing tomorrow. You want to come?”

I laugh, shaking my head. “No thanks. I’m flying back home to Nashville.”

He pats his bag, “Your loss. Winston’s gonna love it.”

THE END – New Orleans, Louisiana

SOUNDING BOARD

I had the opportunity recently to be a sounding board for a good friend preparing for a new client pitch.

Helping him think through the strategy and push the pitch further was so energizing and rewarding. For both of us.

And the result? A strong YES from the client to a monthly retainer!

There’s nothing better than helping people win.