Booking.com, the Dutch travel booking site, is targeting U.S. vacationers heavily with its latest campaign, urging them to stop just scrolling through travel sites on social media and "Be a Booker."

The brand's first work through Anomaly, the campaign is slanted towards encouraging Americans to actually take their vacation days rather than binging on travel content. It includes an ad that tell us: "We all dream about our next vacation...but some of us turn those dreams into action." It goes on to show us some of the "bookers," those carpe diem types who are out there enjoying their travels, rather than lying in bed staring at their phones or staring longingly at travel posters on the daily commute. 

Directed by Canada via The Directors Bureau, the style is decidedly more mainstream than previous work by Deutsch New York and before that, Wieden & Kennedy, whose Portland office created a funny campaign based around the wedding of Jordan Peele and Chelsea Peretti, while Amsterdam introduced the ad to the U.S. with a wacky series of spots.

The campaign is specifically aimed at U.S. travelers, who take vacation substantially less than European counterparts. Another spot emphasizes that consumers can book first and ask their boss later--illustrated by a shot of a tired employee scrolling through work emails then clicking on a Booking.com trip. Other edits also emphasize booking homes, as Booking.com is taking AirBnB head-on in the alternative accommodation category, and the ease of booking last-minute trips.

“The amount of travel content that is consumed by people dreaming of travel is higher than ever,” says Pepijn Rijvers, Chief Marketing Officer at Booking.com in a statement. “By creating a community of ‘bookers,’ Booking.com is aiming to celebrate the people who take action and empower others to experience the world, no matter where that is."

The campaign includes 60-, 30- and 15-second spots and is running on primetime U.S. TV as well as online. Media is through Mindshare.