I'm nine thousand foot up, preparing to land on open ocean."
That's the kick-off from an epic new ad series launching today from Airbnb's latest "Love this? Live there" campaign—the perfect post-Super Bowl Sunday surprise.
The spots benefit from two separate partnerships. This first one begins with Bear Grylls of Man vs. Wild dangling from an airplane before letting go and careening toward an island surrounded by turquoise water. No, it's not selling sky-dives, but the experience may well come part and parcel when you book a stay on a private island of your choice for $100 off. (Who says Richard Branson gets to have all the fun?)
The other spot, the fruit of a cross-promotion with Disney's The Jungle Book film, speaks exclusively through a CGI-rich live-action reimagining of Rudyard Kipling's classic tale of Mowgli, who cavorts wildly with his jungle buddies—before Airbnb punts you $100 off all treehouses! Because if you've never dreamed of living in a treehouse, even as an adult, you don't get to be our friend.
"The diversity of homes on the Airbnb platform is unrivaled," Airbnb's CMO Jonathan Mildenhall tells Adweek. "In this campaign, we put the spotlight on some of the more unusual accommodations like treehouses, islands, ski chalets and beachside homes that travelers really love."
He adds: "Our partnership with Disney captivates the deep connection between both brands. This flagship film marks the perfect beginning of an exciting partnership. There is no better way to live the epic adventure in The Jungle Book than a magical treehouse experience on Airbnb. This film leans directly into this creative insight."
Both ads, conceived by TBWA\Chiat\Day, come in :15 and :30 variants and go live today. Over the course of the next few months, they'll be accompanied by seasonal content about people living out various passions—be they surfing, skiing or just lying back beachside. Expect to see them internationally in theatres and across digital supports.
What's cool about this collection, which builds on the back of recent non-corporate stories like the Netflix and Chill apartment or even that post-snowstorm igloo number that Airbnb wasn't so crazy about, is that it puts the "Dream it, live it" narrative back into Airbnb's hands. If the brand unlocks the popular imagination, it isn't just because it provides a "local" alternative to hotels; it's also because time has blessed it with an accumulation of exceptional rental experiences that actually empower users to inhabit spaces once consigned to fantasy (and brought to you by Disney—"Swiss Family Robinson," anybody?)—or limited to people like Sting.
Think of it as the Uberization of adventure ... and non-stop envy fodder for your insatiable Instagram account. Where will you go—what could you live—next?
CREDITS
Client: Airbnb
Chief Marketing Officer: Jonathan Mildenhall
Global Marketing Director: Brian Irving
Head Of Advertising: Peter Giorgi
Global Marketing Communications Manager: Marion Link
Global Head Of Production: Rachel Holbrook
Agency Production Lead: Holly Butler
Media Manager: Rachael Haley
Social Media Manager: Jasmine Atherton
Agency: TBWA\Chiat\Day
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Creative Director: Kevin Butler
Sr Art Director: Jason Nitti
Sr Art Director: Pierce Thiot
Sr Art Director: Uni Lee
Sr Copy Writer: Kathleen Swanson
Sr Copy Writer: Elrid Carvalho
Jr Art Director: Rafael Goncalves
Jr Copywriter: Sarah Johnston
Director Of Production: Brian O'Rourke
Executive Producer: Annie Uzdavinis
Executive Digital Producer: Kat Urban
Sr Digital Producer: Monica Miranda
Digital Producer: Keeley Tarter
Producer: Cristina Martinez
International President: James Vincent
Managing Director: Kelly Lee
Brand Director: Jenn Wong
Brand Director: Landon Nguyen
Brand Manager: Teddy Notari
Brand Manager: Matt Theisen
Associate Brand Manager: Morrison Conway
Associate Brand Manager: Kelli McDonald
Group Planning Director: Neil Barrie
Planning Director: Kyle Luhr
Planning Director: Jennifer Costello
Junior Planner: Farid Mozafari
Director Of Business Affairs: Linda Daubson
Senior Business Affairs: Maryam Ohebsion
Traffic: Jarim Lynn
Production: Pulse
Executive Producer: Kira Carstensen
Production Coordinator: Rose Krane
Editorial: Venice Beach Editorial
Editor: Don Andrews
Assistant Editor: Charis Tobias
Executive Producer: Cristy Torres
Editor: Dave Garcia
Graphics: Chris Czeck
Graphics: Solomon Petchenik
Postproducer: Elisabeth Fried
Production Coordinator: Adrian Womack
Telecine/Film Transfer: The Mill
Colorist: Adam Scott
Sound Studio: Lime
Sound Engineer: Loren Silber, Joel Waters, Matt Miller
Audio Mix: Play
On-Line Editorial: Jamm Visual
Executive Producer: Asher Edwards
Producer: Ashley Greyson
VFX: Jake Montgomery