An Ode to Social Distancing from Hotels.com
- Posted by Arielle Rubenstein
- On March 27, 2020
Though hotels, resorts, and travel brands are eager to have guests back in their hotels – sometimes all a brand can do is support the state and federal orders for people to stay at home.
Hotels.com recently developed messaging in only a way Hotels.com can, which also emphasized the number one thing most viewers can do to fight COVID-19: STAY HOME!
Hotels.com Ad Messaging:
This is Captain Obvious
He’s going to be social distancing for awhile
And you should too
Tagline: Just Stay Home
Why We’re Loving It
- This ad is a total departure from Hotels.com’s typical messaging/tagline of “Be there, do that, get rewarded.”
- The focus of this 0:15 ad flips their brand messaging on its head. This ad encourages people to NOT be there and NOT do that.
- The character of Captain Obvious works well for this message because – at this point, public sentiment is that it is obvious that people need to stay at home.
- The popcorn element is a nice touch because the concept is a bit, bear with us, *corny*. It shows that the brand is aware of this messaging pivot and they’re using self-deprecating humor to appeal to travelers.
- The simple set design and (what appears to be) low production value exemplifies that a brand does not need to spend a lot of money on a robust ad campaign to produce a relevant and timely commercial.
- Public sentiment on the ad is overwhelmingly positive, and the comments are congruent with the supportive comments we’ve seen on posts about hotels temporarily closing.
- “It’s wonderful to see an example of corporations caring about public health rather than dancing around the issue.” – comment on hotels.com ad
- “Sad to see my favorite Tulum hotel close but it is the most responsible action and commend you. Look forward to spending time at Nest again in the near future.” – comment on a hotel in Tulum’s closure notice https://www.instagram.com/p/B-DHdA5DH-k/
- Consumers appreciate that travel brands are prioritizing public safety over the bottom line, and it may instill a more positive brand affinity.
- Overall, this ad appears to be a successful exercise of conveying a public service announcement in a branded manner.
Relevant top comments on Youtube: