A new campaign by Hostelworld takes the topical theme of "fake news" and combines it with a celebrity with an already outrageous reputation: Charlie Sheen.
Created by Lucky Generals, the campaign includes pre-roll videos that open on capitalized headlines about the actor's antics: he's "SLEEPING WITH SEVEN" people, downing "SHOTS" at 8AM and "BEATING" a young traveller with a bat.
But all is not what it seems. The videos, (a compilation of which can be seen here), all end with a twist, revealing that Sheen is in fact innocently enjoying all the facilities Hostelword hostels have to offer. So he's sleeping in a plush dorm with seven other people, knocking back shots of healthy wheat grass for breakfast and beating a fellow traveler at an intense game of table tennis.
The films are designed to showcase what travellers can now expect when staying in hostels, highlighting that they're modern, stylish and secure whilst offering facilities such as private rooms, ensuites and trendy bars. The point is that, as with Sheen, it's time to leave preconceived misconceptions in the past.
Directed by Moxie Pictures' Vaughan Arnell, the films are running as skippable video/pre-roll across YouTube and Facebook as well as media including TMZ, HuffPost, Vice & Mashable.