Ad Nut
Jun 19, 2020

Agoda issues an ode to exploring 'the world nearby'

Leave your passport at home and 'Go Local', the travel platform urges in a film by Australian agency BMF.

In rhyming couplets, a brand film set to launch June 26 for travel platform Agoda urges people who are dreaming about upcoming trips to focus on domestic destinations.

'Stay close to home' is an interesting message for a travel brand, and one that would have seemed odd prior to the pandemic. Now of course, it makes perfect sense. While people are eager, if not desperate, to travel, crossing borders remains either impossible or psychologically alarming. Given that background, Ad Nut appreciates the choice to use the rhyming form for the voiceover. The cadence reminds Ad Nut of the many Dr Seuss books Ad Nut's offspring enjoy so much, and it lends the whole film a light-hearted, encouraging tone.

"So as once more we re-emerge, I'll start by treading lighter," the narrator concludes. "For though our steps are smaller, now the path seems so much brighter." Nice.

Made by the brand's lead global creative agency, BMF, the film will appear across Facebook, Instagram and YouTube, supported by digital paid media and influencer marketing. It will have local-language subtitles for Agoda’s key Asian markets: Korea, Japan, Malaysia, Taiwan and Thailand.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

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