Idris Elba Gets 'Lit' for Booking.com's Super Bowl Ad

Booking.com, the digital travel leader that makes it easier for everyone to experience the world, has never claimed to be 'flashy, sexy or lit', but focuses on being really great at one thing - booking travelers the perfect vacation. With a travel industry full of talkers, in a new ad campaign starring Golden Globe winning and Emmy nominated actor, filmmaker and musician Idris Elba, Booking.com acknowledges that while the brand may not be “sexy,” the platform is reliable, simple, helpful and functional so travelers can be free to experience the world, which is ultimately what Booking.com finds “sexy.” A revival of the beloved Booking.yeah campaign, the ad will air live for the first time during the upcoming “big game” on February 13, during which Booking.com will be giving away up to half a million dollars in vacations.

The Booking.yeah campaign aims to showcase how easy it is for travelers to find and book the perfect trip, something that has been increasingly stressful for travelers during the COVID-19 pandemic. The cheeky ads featuring the charismatic Idris Elba highlight Booking.com products and features including free cancellation options at most properties, customized filters to find properties that perfectly meet traveler’s needs whether it’s having a kitchen or hot tub or being pet-friendly, as well as a wide choice of diverse accommodations - from hotels and homes to cabins and more. While Booking.com may not be “sexy” in the traditional sense, Idris Elba certainly is, and helps the brand make functional the new “sexy” with the goal of the ads being to inspire travelers and provide peace of mind, while having a bit of fun.

“I’m honoured that Booking.com chose me to be their newest spokesperson and to have the opportunity to promote something I love - booking trips to different parts of the world,” said Idris Elba. “Booking.com’s sense of humour gels with mine, so I was thrilled to partner with a brand that doesn’t take themselves too seriously and focuses on just getting the job done of helping to make it easier for everyone to experience the world. Filming the ads was a blast and I hope that after two years of a global pandemic, they bring a smile and perhaps a laugh to viewers, and most importantly, peace of mind for travelers looking to get back out there again.”

To celebrate the campaign launch, Booking.com will give away up to half a million dollars in vacations - 100 trips at up to $5,000 each - during the “big game” inspired by any of the amazing destinations featured in this year’s commercials, including Booking.com’s spot. When viewers see a dream destination at any point during the game, all they need to do is tag @bookingcom on Twitter, Instagram or Facebook with #SendMeThere and #Sweepstakes to be entered for a chance to win a vacation bookable on Booking.com. The giveaway begins on February 13, 2022 at 6:30 pm ET, game kickoff, and ends at midnight, with winners chosen at random and ultimately deciding what destination they would like to visit that aligns with the destination spotted in the spot that inspired them. As easy as watching the game and scrolling social media, consumers can enter as many times as they want. 

Developed by Horses & Mules, a creative consultancy based in LA, the integrated campaign will run for five weeks following its debut on February 13 across TV, including primetime, audio streaming and online channels, with Mindshare managing the media strategy and planning. The campaign includes a mix of 30 and 15 second spots, including the “big game” spot -”Idris Elba Says Things” - “Idris Says Things (Officially),” “Pretty Perfect” and “Peace Of Mind,” as well as two teaser videos - "Idris Calls His Legendary Spokes-Blokes For Advice" and "Idris Rehearses For His Big Game Debut" - featuring other famous brand spokesmen Isaiah Mustafa and Jonathan Goldsmith. An extended brand story - "Idris Elba Says More Things" - will also be exclusive for online channels. 

“The pandemic has no doubt made it challenging to experience the world over the past few years,” says Arjan Dijk, senior vice president and chief marketing officer at Booking.com. “The new Booking.yeah campaign aims to showcase that Booking.com helps make it easier for travelers to book a trip and is the reliable platform to do so, with features from free cancellation to customized filters to the largest selection and choice of accommodations - hotels, homes and everything in between. Powerhouse talent Idris Elba truly helped bring the creative to life that Booking.com isn’t flashy or sexy, but we are really good at one thing - booking travelers the perfect vacation.”