You Might Hook Up With Your Cousin if You Don't Use Priceline

Campaign Illustrates Perils of the Road Not Taken

Published On
Feb 01, 2016

Editor's Pick

Priceline's latest campaign humorously illustrates the perils of not taking advantage of a great travel deal via the site, with some pretty extreme scenarios.

The ads, by BBDO New York, give us three different examples of the "road not taken" idea, a fairly common yet comedically rich vehicle in advertising (see DirecTV's celebrated "Cable Effects" campaign, for example). In the spot seen here, which will break during the Super Bowl pre-game show, a woman uses Priceline to find a way to travel to a wedding, where she meets her second cousin. She likes him, but hey, they're related. But in the alternative scenario, she doesn't go -- and meets him in a bar....

A further ad sees a couple decide not to fly to Eastern Europe to take a look at the baby they want to adopt. What's the worst that could happen? Well, they end up with a creepy grown man in the crib. In another spot, we see what could happen if you skip out on a trip to see your Grandma and she gets someone else to help her hang that mirror instead -- some guy who's going to steal her social security number.

All the spots are narrated by William Shatner (former on-screen pitchman for the brand) and use the tagline "Whatever's on the line." They were directed by O Positive's Jim Jenkins.