Vrbo, the Expedia-owned travel site, debuts its first work from Wieden+Kennedy this week, with a spot that celebrates family vacationing, but in a thoroughly modern and diverse way.
The spot, which will air in the Super Bowl pregame, and in Canada at halftime, is set to the song “Right Where I Belong” sung by Kermit the Frog from the "Muppets Take Manhattan," (the latest in a series of nostalgic recent ads to channel "The Muppets.") It starts a moody teenager arriving with his parents at a large house for a family holiday with his younger cousins. He's reluctant at first, but nearer the end of the film he turns out to be having a great time with them all.
The camera then pans around different rooms at the property, showing different and racially diverse families, groups of friends and multiple generations having fun together. There's swimming, dancing, heart to hearts by the pool and tender moments between lovers, including two women. It ends with the message that Vrbo offers "vacation homes for you and whoever you call family." The ad was directed by Sara Dunlop.
“When traveling with Vrbo, who you’re with matters just as much as where you go,” said Hector Muelas, senior vice president of global creative for Expedia Group. “Our definition of family isn’t limited to people you’re related to; it includes anyone you love spending time with. When you see multiple generations sharing a meal, old friends floating in the pool, and young cousins embracing after a fun vacation together, you’re instantly inspired to get away with your favorite people.”
As part of the campaign, Vrbo is running its first official TikTok challenge from Feb. 12 - 19 and giving away three $5,000 Vrbo vacations to winners. To participate, users must post a TikTok video of them surrounded by their favorite people using the hashtag #AVrboforTogether.