Just how incredible do people feel when they get their accommodation choice right?
Well, perhaps a little pleased at least? But that's the premise for booking.com's first ever brand campaign which is all about the Delight of Right and bringing joy back to something which has become a commodity.
The Priceline-owned online giant is trying to turn 'booking' into an adjective for the campaign , which is aimed at the US market and launches today online, in cinemas and on television.
In a press release chief marketing officer Paul Hennessy says:
"That moment of joy when you realize just how great your accommodation is, and how amazing your trip is going to be, is the focus of the campaign."
But, moving away from all the exaggeration around being a 'booking genius' and having 'super-human decision making powers', it's actually quite cute, funny and even a bit rude.
The Booking.yeah campaign, created with advertising agency Wieden+Kennedy Amsterdam, launches with a 60-second film which will followed up by 30 and 15-second clips, all directed by filmaker collective Traktor.