Ad Nut
Aug 7, 2019

Kayak campaign proves brevity is the soul of wit

The travel site's new campaign through B.B.E. is funny, sharp and effective at 15 seconds, but a 90-second video morphs into something else entirely.

The travel site's new campaign through B.B.E. is funny, sharp and effective at 15 seconds, but a 90-second video morphs into something else entirely.

This is fascinating. Watch the ad above, a 15-second spot for travel search engine Kayak by Australian agency B.B.E. Good, right It's concise and fun, it has a clear point, and it benefits by smoothly referencing the 'Boyfriends of Instagram' meme. Nice work.

Now watch the 90-second video below, billed as a mockumentary

Same people. Same basic situation. But somehow the results are completely different. It seems to go...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
The end of AppNexus, the start of Xandr: Michael Rubenstein reflects one year after AT&T's acquisition
Premium
14 hours ago

The end of AppNexus, the start of Xandr: Michael ...

President Michael Rubenstein believes being part of AT&T will help AppNexus—soon to be Xandr—to build a “true alternative to the walled gardens”. The industry is concerned it will become a walled garden itself.

Premium
How APAC netizens and media are reacting to the Hong Kong protests
Premium
15 hours ago

How APAC netizens and media are reacting to the ...

An overview of reactions from Singapore, Philippines, Taiwan, and Japan on digital and social media.

Premium
Does the dictionary have a word for inexplicable cross-promotions?
Premium
16 hours ago

Does the dictionary have a word for inexplicable ...

L'Oreal-owned brand Yue Sai released a handbag that looks like a well-known dictionary, because...female empowerment. (No, we don't get it either.)

Premium
Versace, Coach & Givenchy: Measuring the gravity of the China t-shirt controversy
Premium
17 hours ago

Versace, Coach & Givenchy: Measuring the gravity of ...

With heightened political and social tension between Hong Kong and mainland China, luxury brands should pay extra attention to what they say, do, and sell.