It is inescapable every time you open your social feed. The secret envy after seeing your friends post their amazing vacation pics. The side-eye feeling when you know they’re just out for likes, but you double-tap it anyway. For the first time, Hotels.com is giving this ubiquitous but unspoken behavior a name and calling it what it is–the “hate-like.” In a new campaign, “Be there. Do that. Get Rewarded.,” launching next week in the U.S. and U.K., Hotels.com pokes fun at this universal truth and offers people a solution to their travel envy.
The “Be there. Do that. Get Rewarded” TV spots include “Romance” in which a woman soaking in a bathtub looks longingly at a couple’s romantic getaway pic on her cellphone–the camera then revealing that her significant other, her romantic interest, is nearby sitting on the toilet. Then another player enters the bathroom–Captain Obvious who comes to the rescue, pointing out the painfully obvious reasons why they hate-like their friends’ vacation posts and reminding them that Hotels.com can help them book brag-worthy trips of their own.
JJ Adler of m ss ng p eces directed “Romance” as well as other spots in this campaign from agency Crispin Porter+Bogusky (CP+B).
Credits
Client Hotels.com Agency CP+B Alex Bogusky, chief creative engineer; Johan Eghammer, executive creative director; Quinn Katherman, creative director; Ryan Contillo, Donny Brunner, Mike Motch, Austin Mankey, associate creative directors; David Carr, Dana Buckhorn, copywriters; Martins Miller, Steph Langan, art directors; Adam Skalecki, co-lead of design; Karin Schwartz, designer; Corey Blade, sr. studio designer; Bryan Sweeney, director of integrated production; Sloan Schroeder, group executive producer; Dan Corken, group executive interactive producer; Mimi McCormick, interactive producer; Lisa Lee, group executive art producer; Rosie Ollero, sr. art producer; Antoinette Rodriguez, art producer; Daniel Arnone, assistant producer; Jeffery Garland, content creator/DP; Kelly Mertesdorf, strategy director; Katie Sherman, sr. strategist. Production m ss ng p eces JJ Adler, director; Damien Acevedo, cinematographer; Ari Kuschnir, managing partner/founder; Kate Oppenheim, Brian Latt, managing partners; Dave Saltzman, exec producer/partner; Edward Grann, exec producer; Rebecca Davis, head of production; Greg Jones, producer. Finishing/Color MPC Ricky Gausis, colorist; Claus Hansen, Flame artist; Robert Owens, managing director; Karena Ajamian, producer. Editorial Cosmo Street Lawrence Young, editor; Kacie Gomez, producer; Marie Mangahas, head of production. Audio Post Lime Susie Boyajan, exec producer; Matt Miller, mixer.
Creative agency ROSA PARIS has conceived of this bank ad that doesn’t look like a bank ad for Banque Populaire. The financial institution supports the creation of 200 new businesses every day across France--and that is reflected visually in this commercial with a mesmerizing metaphor of blooming flowers to symbolize the widespread impact of entrepreneurship and local growth.
This ode to flower power was directed by Thomas Calley and produced by Frenzy Paris. Calley’s 2023 film Le Règne Animal (The Animal Kingdom) won five Cesar Awards, underscoring that he’s a custom fit to bring this cinematic-style brand film to life.
“In our rapidly-evolving society, success is no longer just a personal achievement. It has become more collective, more local, and more sustainable. It’s no longer just about numbers or titles; it’s a human adventure that impacts those around us. This film is an anthem to entrepreneurship and a symbolic demonstration of the power an entrepreneur holds: the ability to improve the world around them,” said Jean-Patrick Chiquiar, co-founder, ROSA PARIS.
