Ibis Hotels is trying to communicate that it's more than just a budget room for the night in this fun new TV campaign out of BETC London. As different guests -- businesspeople, kids, old people -- try out some of the hotel's social spaces, their movements create musical notes. The notes quickly evolve into the song "Crayon" by the indie Canadian artist Caribou (aka Daniel Victor Snaith).
The spot was directed by Clemens Habicht and broke on U.K. television over the weekend. Ibis also plans to launch an in-hotel interactive experience based on the ad, details of which are yet to be revealed. Its previous digital work includes "Sleep Art," where data recorded from guests' sleep patterns was turned into artwork.