This cheeky Expedia ad referencing 'Megxit' piggybacked on royal coverage

Print ad by Saatchi & Saatchi London appeared next to stories about Harry and Meghan

Published On
Jan 22, 2020

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It's so subtle you might almost miss it, but a print ad by Expedia last week made a cheeky nod to Prince Harry and Meghan Markle's decision to move to Canada after stepping down as senior royals.

The ad, by Saatchi & Saatchi London simply features a photo of a beautiful Canadian landscape, an Expedia search box with "Canada" typed in, and the caption "Escape the Family." Not only is it a great idea—the media placement was also clever, with the ad running in U.K. newspapers next to stories about the couple's departure, as seen in a shot from the Evening Standard below.

Evening Standard Expedia ad
Credit: Ryan Price

Copywriter Ryan Price, who came up with the idea, tells Creativity the ad went from concept to printed in the newspaper in four days. "I wrote it on Monday and it was in papers Thursday evening," he says. "We had client approval in less than a day, and then the media was booked straight after. The media team told us we could get placements beside ‘royal editorial,’ although they couldn’t tell us the exact content of each piece. We had a bit of luck as every article mentioned Canada."

The ad has already gone somewhat viral, with mentions on U.K. TV show "The Last Leg" as well as in the Mirror newspaper.