So we tapped into something emotionally true, like how miserable it is to not be on vacation, especially when it feels like everyone in your social feed is on some amazing trip,” added Quinn Katherman, creative director, CPB. We didn’t want to go the traditional route of vacation eye candy montages. “It’s easy to sell people on the idea of a vacation, but harder to tap into the truth that’s keeping them from vacationing.
CAPTAIN OBVIOUS COMMERCIAL PLUS
The campaign, by CPB, will bring hate-like to life through partnerships with Comedy Central and the Bravo Housewives, plus social actions, content and experiences. Rather than letting the hate-likes get you down, with you can 'be there and do that' yourself, and perhaps create a little travel envy of your own.”
From inspiration and research to #vacay posts, we get it – everyone is doing it for the ’gram.
Mike Wolfe, senior director of global creative at, said: “Travel today happens on social media. Client Agency CP+B Alex Bogusky, chief creative engineer Johan Eghammer, executive creative director Quinn Katherman, creative director Ryan Contillo, Donny Brunner, Mike Motch, Austin. Rapper and DJ Lil Jon is out on an envy-inducing vacation of his own in one of the spots, ‘My Dream,’ where he is part of a plane passenger to Omaha’s dream trip, zip lining through a tropical forest (Lil Jon is apparently a zip line enthusiast). 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). Pan out to see her husband on the toilet next to her, with Captain Obvious in the room as well, saying romance is dead there, so they should liven things up by booking their own trip. In ‘Romance’ a woman in a bath tells her unseen significant other, after viewing a romantic beach photo, that romance isn’t dead. The spots feature Captain Obvious pointing out the painfully apparent reasons why you hate-like your friends’ vacation posts and remind you that can help you book brag-worthy trips of your own. Get Rewarded.,’ launching in the US and UK, pokes fun at the social truth and offers people a solution to their travel envy. For the first time, is giving this ubiquitous but unspoken behavior a name – the “hate-like.” In a new campaign, ‘Be there.
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