Creativity

Is Airbnb Trying to Save the World? You Might Think So From its Latest Global Ad

Lance Acord Directs a Rousing Spot in Campaign Centering on Kindness

By Alexandra Jardine; Felicia Greiff. Published on Jul 14, 2015

Editor's Pick

Is staying in an Airbnb apartment going to achieve world peace and understanding? Maybe not, but this campaign from the brand almost makes you feel like it could.

The travel brand's new global ad is rousing stuff, filmed by top director Lance Acord of Park Pictures. It shows a baby toddling towards a door, while the voiceover asks "Is man kind? Are we good?" and challenges us to "go look through their windows so you can understand their views, sit at their tables so you can share their tastes," and so forth in order to find out.

According to Airbnb CMO Jonathan Mildenhall, the baby in the film is meant to represent innocence and curiosity, while the V.O., performed by actress Angela Bassett, represents the voice of wisdom, he said.

The ad, by TBWA/Chiat/Day is a follow-up to Airbnb's previous global campaign Never a Stranger, which addressed our fears about staying in someone else's house head-on, reassuring us that it would be a great experience. According to a statement from the brand, this new spot is meant to communicate that "when we trust in the kindness of our fellow man, we discover that the world isn't such a scary place after all."

The campaign also includes social media outdoor creative that states "MAN-KIND" on billboards in the U.K., U.S. and Australia, portraying situations that may either highlight the kindness of man, or call it into question.

A "Transkind" version of the ad is set to debut during the ESPY Awards on ABC, after Caitlyn Jenner receives the show's Arthur Ashe Courage Award.

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About

Credits

Date
Jul 14, 2015
Agency:
TBWA/Chiat/Day
Chief Creative Officer:
Stephen Butler
Client:
Airbnb
Creative Director:
Brent Anderson
Creative:
Scott Brown
Creative:
Becky Ginos
Writer:
Sue Anderson
Director of Design:
Mark Sloan
Designer:
Robbie Reynolds
Designer:
Kevin Reid
Sr. Project Manager:
Michael Roitman
Group Planning Director:
Neil Barrie
Planning Director:
Kyle Luhr
Planner:
Kyle Bullerjahn
Strategy Intern:
Farid Mozafari
Director of Production:
Brian O'Rourke
Digital Producer:
Kristin McCarron
Executive Print Producer:
Scott Henry
Executive Print Producer:
Dena Moore
Broadcast Producer:
Stephanie Dziczek
Business Affairs Manager:
Maryam Ohebsion
Studio Manager:
Bryan Dougherty
Senior Producer:
David Hoogenakker
Senior Producer:
Tim Newfang
Brand Director:
Jenn Wong
Associate Brand Manager:
Aubrey Larson
Associate Brand Manager:
Morrie Conway
Account Assistant:
Kelli McDonald
Production Company:
Park Pictures
Director(s):
Lance Acord
Executive Producer:
Mary Ann Marino
Editorial Company:
The Whitehouse
Editor:
Rick Lawely
Director of Production:
Peter Bassett
Art Producer:
Karishma Singh
Senior Editor:
Greg Young
Senior Post Producer:
Cristy Torres
President International-Global Clients:
James Vincent
Managing Director:
Kelly Lee
Brand Manager:
Matt Theisen

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