Is Airbnb Trying to Save the World? You Might Think So From its Latest Global Ad
Lance Acord Directs a Rousing Spot in Campaign Centering on Kindness
Editor's Pick
Is staying in an Airbnb apartment going to achieve world peace and understanding? Maybe not, but this campaign from the brand almost makes you feel like it could.
The travel brand's new global ad is rousing stuff, filmed by top director Lance Acord of Park Pictures. It shows a baby toddling towards a door, while the voiceover asks "Is man kind? Are we good?" and challenges us to "go look through their windows so you can understand their views, sit at their tables so you can share their tastes," and so forth in order to find out.
According to Airbnb CMO Jonathan Mildenhall, the baby in the film is meant to represent innocence and curiosity, while the V.O., performed by actress Angela Bassett, represents the voice of wisdom, he said.
The ad, by TBWA/Chiat/Day is a follow-up to Airbnb's previous global campaign Never a Stranger, which addressed our fears about staying in someone else's house head-on, reassuring us that it would be a great experience. According to a statement from the brand, this new spot is meant to communicate that "when we trust in the kindness of our fellow man, we discover that the world isn't such a scary place after all."
The campaign also includes social media outdoor creative that states "MAN-KIND" on billboards in the U.K., U.S. and Australia, portraying situations that may either highlight the kindness of man, or call it into question.
A "Transkind" version of the ad is set to debut during the ESPY Awards on ABC, after Caitlyn Jenner receives the show's Arthur Ashe Courage Award.
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Credits
- Date
- Jul 14, 2015
- Agency:
- TBWA/Chiat/Day
- Chief Creative Officer:
- Stephen Butler
- Creative Director:
- Brent Anderson
- Creative:
- Scott Brown
- Creative:
- Becky Ginos
- Writer:
- Sue Anderson
- Director, Design:
- Mark Sloan
- Designer:
- Robbie Reynolds
- Designer:
- Kevin Reid
- Senior Project Manager:
- Michael Roitman
- Group Planning Director:
- Neil Barrie
- Planning Director:
- Kyle Luhr
- Creative Planner:
- Kyle Bullerjahn
- Strategy Intern:
- Farid Mozafari
- Director, Production:
- Brian O'Rourke
- Digital Producer:
- Kristin McCarron
- Executive Print Producer:
- Scott Henry
- Executive Print Producer:
- Dena Moore
- Broadcast Producer:
- Stephanie Dziczek
- Business Affairs Manager:
- Maryam Ohebsion
- Studio Manager:
- Bryan Dougherty
- Senior Producer:
- David Hoogenakker
- Senior Producer:
- Tim Newfang
- Brand Director:
- Jenn Wong
- Associate Brand Manager:
- Aubrey Larson
- Associate Brand Manager:
- Morrie Conway
- Account Assistant:
- Kelli McDonald
- Production Company:
- Park Pictures
- Director:
- Lance Acord
- Executive Producer:
- Mary Ann Marino
- Editorial Company:
- The Whitehouse
- Editor:
- Rick Lawely
- Director, Production:
- Peter Bassett
- Art Producer:
- Karishma Singh
- Senior Editor:
- Greg Young
- Senior Post Producer:
- Cristy Torres
- President International-Global Clients:
- James Vincent
- Managing Director:
- Kelly Lee
- Brand Manager:
- Matt Theisen
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