's Energetic Summer Film Will Make You Long to Get Away

Fast Pace and Deft Editing Marks a Change From Usual Quirky Humor

Published On
Jul 07, 2015

Editor's Pick takes a step away from its usual quirkily humorous ads and goes for a fast-paced, tightly edited piece of film set to an energetic drum solo in a summer spot that will make you long to be spontaneous and get away on vacation.

The ad urges us to "Wing It" for summer, with a montage of shots showing people busy traveling and vacationing, only slowing down to focus on a pile of dirty dishes left in a sink. It ends by telling us to "Wing everything, except your accommodation."

Created (and edited) by Wieden & Kennedy Amsterdam and directed by Quentin van den Bossche, the spot is running online on the brand's digital hub, created by AKQA, which also includes curated content from real users. The wider campaign, which is running in the U.S. and U.K., also includes print, OOH, radio, digital and social activity.

In a statement, Wieden+Kennedy Amsterdam creative director, Sean Condon, commented: "We're very proud of this campaign. Although it's somewhat of an executional departure from previous work, it has's typical energy, spirit and boldness. It also has a very distinct point of view on summer, a theme that all too easily dissolves into clich. And the last time I heard an awesome jazz-fusion drum solo as the anchor of a brand film was never."