Surreality meets the travel bookings market in a new spot for Hotwire featuring "Silicon Valley" actor Martin Starr.
Top comedy director David Shane of O Positive brings a Dali-esque touch to proceedings, including a sitar-strumming goat named Carl and a reconstruction of Dali's iconic melting clock. Starr explains he's chilling out in the "no pressure" zone, as "time is just a construct of human perception." In other words, on Hotwire there's no need to stress about booking a room as the great deals are always available.
The spot is by San Francisco agency Heat, and according to creative director Elaine Cox: "We wanted to poke fun at high-pressure sales tactics. From spokespeople to mascots to salesy language. Even our call to action -- book now, or don't -- pushes against the craziness of the category."