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Expedia turns away from travel to focus on the fans
In ‘With you all the way’ from Octagon, the brand takes an optimistic look at what both travel and football have given us in the past, and what they will provide in the future.
Izzy Ashton
Deputy Editor, BITE CreativebriefExpedia
Unique brief. A travel ad, for a travel brand without talking about travel. So, we focussed on what matters most - the fans. The film takes on a nostalgic, highly optimistic feel, reminding us about the amazing things football & travel has given us, and will again very soon.
- Agency:
- FRUKT, London
Disciplines
Integrated marketingSector
Travel/Tourism
Bite Insight
The coronavirus crisis has ushered in dramatic changes into every aspect of consumers' lives, a shift which has been particularly damaging for the travel sector. The inability to travel to shores both near and far has been an unmitigated, and unwelcome, side effect of the pandemic.
So, with travel out of bounds, Expedia chose to instead celebrate the fans. In ‘With you all the way’ from Octagon, the brand takes an optimistic look at what both travel and football have given us in the past, and what they will provide in the future.
It comes as part of Expedia’s travel partnership with Liverpool Football Club and features both fans and players talking with longing about getting back to the game. Directed by Glenn Kitson, the slot is set to the 90s classic, Groovy Train by the Farm; the band themselves are fans of the club.
With many companies intent on getting us to a point of ‘new normal’, Expedia’s slot is refreshingly joyful, a celebration of what we are missing with a reminder that we’ll get back to it soon enough.
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