Gerry Graf is bowing his first work for client Kayak since hanging his own shingle with New York shop Barton F. Graf 9000. The ad will break tonight on Steve Carell's final episode of "The Office."
For travel site Kayak, the work is meant to "preserve some of the great core brand elements that have been established, but go after greater clarity in the messaging, more salience and greater differentiation from the rest of the category," said Stephanie Retcho, VP-brand marketing for Kayak. In 2010, Kayak spent $91.7 million in marketing, according to public filings.
Earlier this month, Eric Kallman, half the team behind the smash Old Spice "Man Your Man Can Smell Like" campaign, left indie agency Wieden & Kennedy to join Mr. Graf. The work comes nearly a year after Mr. Graf left the chief creative post at Publicis Groupe's Saatchi & Saatchi to start his own shop.
So, what do you think of Gerry's first spot post-Saatchi?