Broaden Your Mind, Says Expedia in Spot Breaking During Inauguration

Ad by 180 LA Highlights Importance of Experiencing Other Cultures

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Expedia debuts a new TV ad today during CNN's coverage of the Presidential Inauguration -- and its theme may resonate with viewers.

The spot, by 180 LA, isn't just about taking a vacation -- it touches on the idea that travel can broaden the mind, help us overcome prejudices about others and deepen our understanding of different cultures.

Directed by John Hillcoat at Stink, the ad opens with a young woman asking an older man, on a Trans Siberian railway journey, about the need to travel and explore. As he gives his answer, we see her journey from girlhood, from a little girl peeking over her neighbor's fence to see what's on the other side, through her experiences traveling the world. Some are just pure fun and excitement -- kissing a man in the street in an Asian city -- and others are more sobering, as we see her taking part in a protest and helping refugees from dinghies as a volunteer.

As she grows older, we see her interacting with people from different countries and cultures, at one point donning a headscarf. "You'll narrowly influence some narrow minds," says the voiceover -- a line that might seem particularly meaningful today. The spot ends with the woman now older, having the same conversation with a younger man on the train.

It's a thought-provoking spot, with echoes of Airbnb's recent work in which travel is portrayed not just a getaway but a means to living a better life. It also provides serious temptation for viewers hoping to experience something different as they watch the Inauguration of Donald Trump.

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About

Credits
Date
Jan 20, 2017
Agency:
180 LA
Client:
Expedia
Client:
Expedia
Senior Director Brand Marketing:
Vic Walia
Brand Marketing Manager:
Jessica Eichner
Agency:
180LA
Chief Creative Officer:
William Gelner
Creative Director:
Pierre Janneau
Creative Director:
Dan Kroeger
Associate Creative Director:
Cary Ruby
Associate Creative Director:
Florian Bodet
Head of Integrated Production:
Natasha Wellesley
Executive Producer:
Craig Keppler
Group Account Director:
Rachel Gilmour
Brand Director:
Brooke Stites
Brand Manager:
Allison Landrum
Brand Manager:
Jens Bracht
Planner:
Becca Taylor
Planning Director:
Anne Heuer
Director of Business Affairs:
Loretta Zolliecoffer
Production Co.:
Stink LA
Director:
John Hillcoat
DP:
Robert Elswit
Managing Director:
Jeff Baron
Executive Producer:
James Cunningham
Producer:
Scott Craig
Shoot Locations:
Uruguay & Malaysia
Editorial Company:
Exile LA
Editor:
Elliot Graham
Assistant Editor:
Brandon Lawrence
Executive Producer:
Carol Lynn Weaver
Producers:
Brittany Carson, Ashley Bartell, Toby Louie
VFX house:
Saint
Flame Artist:
Rob Trent
Executive Producer:
Helen Park
Producer:
Mary O'Gara
Producer:
Kristin Thoegersen
Recording Studio:
Lime
Mixer:
Zac Fisher
Executive Producer:
Susie Boyajan
Music:
We Are Walker
Composer:
Robert Miller
Founder/Executive Producer:
Sara Matarazzo
Sound Design:
Formosa
Composer:
Per Hallberg
Producer:
Lauren Cascio

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