Expedia debuts a new TV ad today during CNN's coverage of the Presidential Inauguration -- and its theme may resonate with viewers.
The spot, by 180 LA, isn't just about taking a vacation -- it touches on the idea that travel can broaden the mind, help us overcome prejudices about others and deepen our understanding of different cultures.
Directed by John Hillcoat at Stink, the ad opens with a young woman asking an older man, on a Trans Siberian railway journey, about the need to travel and explore. As he gives his answer, we see her journey from girlhood, from a little girl peeking over her neighbor's fence to see what's on the other side, through her experiences traveling the world. Some are just pure fun and excitement -- kissing a man in the street in an Asian city -- and others are more sobering, as we see her taking part in a protest and helping refugees from dinghies as a volunteer.
As she grows older, we see her interacting with people from different countries and cultures, at one point donning a headscarf. "You'll narrowly influence some narrow minds," says the voiceover -- a line that might seem particularly meaningful today. The spot ends with the woman now older, having the same conversation with a younger man on the train.
It's a thought-provoking spot, with echoes of Airbnb's recent work in which travel is portrayed not just a getaway but a means to living a better life. It also provides serious temptation for viewers hoping to experience something different as they watch the Inauguration of Donald Trump.