Booking.com, a company that connects travelers with the widest choice of incredible places to stay, is launching a new ad campaign to show that you can “book whoever you want to be” on vacation. The campaign, featuring award-winning American actor, producer and writer Tina Fey marks the continuation of the successful, Booking.yeah campaign will debut live during the “big game” on February 11. A sneak peek of the ad can be found on YouTube.com/Bookingcom.

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com, said, “Booking.com is on a mission to make it easier for everyone to experience the world. This year’s Booking.yeah campaign shows that travelers can book whoever they want to be by using our seamless app, with a wide range of unique places to stay across the U.S. and the globe. The talented Tina Fey and surprising cameos by Glenn Close, Jane Krakowski, and Jack McBrayer helped bring the creative to life in a fun, optimistic, comedic way that resonates with American travelers.”

The brand’s new ad campaign with Tina Fey focuses on the evolving desires of travelers to explore the diverse personas within themselves and choose who they want to be every time they travel, encouraging them to discover the millions of places to stay that Booking.com has to offer, with just a touch of a button. Comedic cameos from actors and icons Glenn Close, Jane Krakowski, and Jack McBrayer help showcase the variety of properties on Booking.com – from hotels and vacation rentals to unique properties and more – while highlighting that the joy of booking extends beyond choosing a place, rather imagining the person you could become once you get there.

With creative developed by Zulu Alpha Kilo, and Mindshare managing the media strategy and planning, the integrated campaign will run across TV – including prime time – audio streaming, online and social channels. The campaign includes a mix of :30 and :15 second commercials, including the “big game” spot – “Tina Fey books whoever she wants to be'” – as well as “Sasquatch Tina Fey books a cabin,” and “Influencer Tina Fey books a boutique hotel” and 90 extended version of the “big game” spot.

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Hyundai launches the all-new 2024 Santa Fe with a national campaign during professional football’s conference championship games on Jan. 28. The campaign titled “VIKINGS,” encourages viewers to conquer the weekend in the all-new Santa Fe. Transforming the ordinary into the extraordinary, Santa Fe elevates everyday experiences empowering drivers to embrace their Viking spirit and discover the joy of finding new adventures together. The campaign will air on broadcast and extend content on Hyundai’s social media channels.

Angela Zepeda, chief marketing officer, Hyundai Motor America, said, “With the all-new Santa Fe, we are bringing joy to every customer journey, whether that is running weekday errands, or going on a weekend family adventure – Hyundai is there for every moment, no matter where their journey takes them. The Santa Fe is all about rugged adventure with smart innovations and convenient technologies. We’re having a lot of fun with how this comes to life in our advertising campaign featuring a Viking family that we think will resonate with viewers during football’s championship weekend.”

The revamped Santa Fe showcases an array of technological capabilities alongside rugged available features such as HTRAC all-wheel drive and all-terrain tires. Launching this capable SUV necessitated equally potent storytelling to effectively convey the abundance of fun it offers. That’s why Hyundai hit the road (or off-road, to be precise) with “VIKINGS”, showcasing the stunning design of the new Santa Fe amidst breathtaking natural landscapes and rough terrains.

Jason Sperling, chief creative officer of INNOCEAN USA, said, “Too often we get lost in day-to-day worries, errands, sports practices, family events and everything in-between to see the joy in our everyday life. We created this campaign to remind viewers that when you’re not worried about what your car can do, you can lose yourself in any adventure – big or small. It’s that sense of joy we hope Hyundai can bring to families with the new Santa Fe.”

Complementing the impressive all-new Santa Fe’s dynamic power is an equally heroic soundtrack—the iconic Heart track, “Barracuda.” The 60-second ad running during the championship games will be the first national advertising for the 2024 Santa Fe, which had its initial U.S. reveal at the LA Auto Show in November 2023. Following the championship games, 60-, 30- and 15- second spots will run throughout the year during various sporting events and across multiple broadcast, radio, social, and digital media platforms.  

The 15-second ads will specifically highlight new available features of the Santa Fe including, HTRAC all-wheel drive, best-in-class rear cargo spacei, dual wireless charging, panoramic display, third-row seating, tailgate, towing capabilities.

Hyundai will also showcase their Hybrid and XRT models in April of this year. The Santa Fe Hybrid touts a powerful marriage of capability and fuel efficiency, while the XRT features larger tires and a raised suspension to enhance your off-roading experience.

The new spots were directed by Oscar-nominated film and TV commercial directors Will Speck and Josh Gordon, well-known for their work on the GEICO Cavemen commercials. The social campaign was directed by Cannes-shortlisted up-and-comer Nicolas Gordon. The work was produced by the award-winning production company Furlined.

The Santa Fe marketing campaign was developed in collaboration with Hyundai’s agency of record, INNOCEAN USA, while its media agency, Canvas, coordinated the media buys.

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Lincoln Financial Group debuted  “The Action Plan,” a campaign that reframes the way the financial category perceives and talks about the new era of retirees. Based on the latest research from the firm1, those in their 50s and early 60s are healthier and more active than any generation prior—they will likely live longer, healthier lives—and retirement will not slow them down. With this insight, alongside advertising agency partner Havas and media agency partner, Crossmedia, the new campaign is based on the theme “Make Your Pastimes Last a Lifetime.”

Kathy Kavanaugh, SVP, CMO, Individual Solutions & Brand at Lincoln Financial, said, “The research and insight that influenced this campaign strategy are important from not only a marketing perspective, but from a human perspective. We dug deep into the mindset of our pre-retiree audience to understand what they want their retirement to look like — our research revealed that 64% of (affluent) 50–60-year-olds say they anticipate spending the same or more amount of time on their activities and pastimes in retirement. All in all, we found that they have no plans to slow down, big dreams for the future, and pastimes they want to explore more.”

The research shows that the new generation of retirees will require their money to go further than ever before, but the retirement conversation is broken. Not only so, but the way this demographic is portrayed is broken as well. Two in every three of adults 50+ agree that the media often rely on outdated stereotypes to portray people their age. This opens a completely new conversation around retirement planning and presents an opportunity for Lincoln to showcase retirees outside of category norms.

Tim Maleeny, Chief Strategy Officer of Havas Creative North America, said, “Our strategy came to life when we realized this group needs more than a retirement plan, they need an action plan. We want consumers to be asking: ‘Will I have enough money to ensure my pastimes last a lifetime?’ And we believe this white space in the category ensures that Lincoln will be the financial services brand for people who never want to slow down.”

The campaign urges consumers to rethink the way they approach the concept of retirement, shifting from “retirement planning” to “action planning.” The campaign’s new reframe of retirement advertising features The Hiking Plan, The Wellness Plan, The Sailing Plan, and essentially any pastime consumers will need to financially plan for.

Angela Laubmeier, Vice President of Corporate Brand & Advertising at Lincoln Financial, said, “The Action Plan campaign challenges people to self-reflect on what their pastimes are, taking an untraditional approach to spark conversations around retirement planning: What am I passionate about doing? What have I always had to make time for in my working years but will have more time to enjoy in retirement. This campaign is deeply reflective and demonstrates the uniqueness of the individuals that our brand and company help each day.”

The “plans,” purposefully art directed and designed, are one of the biggest breakthroughs within.

Israel Garber, Creative Managing Director of Havas New York, said,”The thick, slanted, white type in TV and digital out-of-home puts the campaign more in the company of performance brands than stuffy financial brands to appeal to this active audience. Our films are shoutouts to people who didn’t let their 50th birthday change what gets them going. It’s time someone showed the truth of what we are all doing; not the tropes of our parents’ retirement ads!”

The agency will roll out a fully integrated creative campaign across connected TV, social media, digital, and out-of-home in New York and Chicago starting in January. Click here to watch the campaign “Anthem.” More of The Pastime Series includes: Culinary Plan, Explorer Plan, and the Sailing Plan. 

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SHEIN, an online fashion and lifestyle retailer, has expanded its SHEIN X Challenge to include participants from all over the world, including Japan and Brazil, where the SHEIN X Designer Incubator Program has recently launched.

Jill Wanless, SHEIN X Challenge Judge, 2023 and 2024, said, “Competitions like the SHEIN X Challenge are crucial because there is an abundance of raw talent waiting to be discovered. Providing these aspiring designers with platforms allows them to express their creativity and showcase their designs.”

SHEIN X Challenge 2023 was only open to submissions from EU member states and the United Kingdom. In response to the overwhelming demand from designers around the world, SHEIN X Challenge 2024 will accept submissions from global participants. The SHEIN X Challenge is an initiative under the SHEIN X Designer Incubator Program, which celebrates its third anniversary in 2024. From only seven designers when the program launched in January 2021, the SHEIN X Designer Incubator Program has grown to more than 4,600 designers and artists from around the world, launching more than 41,000 original creations.

This year, aspiring designers from around the world who wish to participate must submit three complete Spring Summer 2024 women’s looks (top and bottom) to the SHEIN X Challenge 2024 website. The theme for this year’s design challenge is “Radiance”. The deadline for submission is 23:59:59, 15 February 2024, local time.

All submissions that meet the entry requirements and criteria will be published on the SHEIN X Challenge website where members of the public can vote for their favourite submissions. The top 20 submissions will advance to the second round, where judges will identify the 10 finalists of the SHEIN X Challenge 2024.

The judges for SHEIN X Challenge 2024 have been chosen for their wealth of experience across various sectors of the fashion industry, and comprises industry juggernauts, such as Adrien Roberts (International Fashion Education Consultant, Italy), Julien Fournié (Founder of Julien Fournié Haute Couture, Paris), Jill Wanless (Editor, United Kingdom), and Colin Horgan (Independent Designer, Ireland).

Shortlisted submissions will be judged based on the participant’s ability to translate a strong, original concept into design, while balancing customer demands, seasonal trends, and commercial viability. As part of their journey, all 10 finalists will have the opportunity to partake in a masterclass by the judges, as well as workshops on sustainable fashion, before they present their submissions to the judges at the final round of SHEIN X Challenge 2024. The winners will be announced in March, 2024. 

The submission with the most online votes will walk away with EUR10,000. Judges will also select three submissions for special awards that will win EUR5,000 each. A further six finalists will go home with EUR3,000 each. SHEIN X Challenge 2024 will culminate in a glitzy runway show that will be streamed for global audiences.

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Choice Hotels International, Inc. launched its latest  multichannel national marketing campaign, “A Stay for Any You.” The largest in Choice Hotels’ history, the campaign stars actor and writer Keegan-Michael Key in national TV and streaming TV ads and social media content. 

The campaign highlights some of the many reasons people travel and how with a diverse portfolio of 22 hotel brands — ranging from full-service upper upscale and upscale properties to midscale, extended stay and economy options — Choice is able to meet the needs of all travelers. The broadcast ads were co-written by Key, his partner Elle Key, and McKinney, Choice’s creative-agency-of-record. 

Noha Abdalla, Chief Marketing Officer for Choice Hotels, said, “While guests travel for many different reasons, from family vacations and romantic getaways to business trips, what’s universal is the need to find a hotel that provides the right amenities at the right price in the right location. Keegan-Michael Key, using his one-of-a-kind comedic style and celebrated versatility, brings to life several real-world scenarios to showcase how Choice Hotels has the perfect hotel to meet any traveler’s needs, bookable on ChoiceHotels.com.”

Keegan-Michael Key said, “I’m excited to play Choice’s ‘Any You’ character, which resonates with me and that moment in the travel planning process where I’m figuring out, ‘What version of me is going on this trip? Thankfully, Choice has a hotel for all versions of you — whether that’s business you, family road trip you, or weekend getaway with friends you.”

The new marketing campaign is the first since Choice Hotels integrated the Radisson Hotels Americas brands into its world-class reservation system and migrated members of Radisson Rewards Americas to its award-winning Choice Privileges rewards program. The campaign is aimed at the value-conscious family, young professional, and business traveler audiences, with Key bringing various travel scenarios to life in a hilarious fashion. Choice worked to execute the media buy with Havas, and the campaign will run across broadcast, cable, and streaming TV, SiriusXM, Spotify, and social and digital platforms, including Facebook, Instagram, Snapchat, TikTok, and Key’s own social media handles.

The campaign features four Choice Hotels brands — Radisson, Cambria Hotels, Comfort and Quality Inn. Radisson and Cambria are the two upscale brands featured in the marketing campaign. 

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