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ADVERTISING CAMPAIGNS

Editor's Pick. Holiday Inn 'Stay smart'

Agency: Fallon

Client: Holiday Inn

Even marketers get a name check in this American advert for Holiday Day Inn Express.

The commercial shows a dowdy (marketing) man carrying his dry cleaning walking past a late night store, where he is confronted by a young man rapping about his dorky appearance. 

Unfazed, the man launches into his own freestyle rap, even name checking marketers, and one of their favourite buzzwords ‘paradigm shift’.

His rhyme ends with the line, "I bet you're still wondering why my verse is so tight? I stayed at a Holiday Inn Express last night."

The ad, created by Fallon, is part of the hotel’s latest “Stay smart” campaign.

"We are fortunate that the ad campaign has become so embedded in pop culture that we are now in a position to be able to have a little fun with it by acknowledging the public's familiarity with the punch line," said Holiday Inn director of brand marketing Steve Ekdahl.

"That let's us change the ads just enough to keep them fresh and unexpected without sacrificing comprehension or brand linkage."

Holiday Inn is cashing in on the fact that the song credited as the first rap song, 1979s "Rapper's Delight" by the Sugar Hill Gang, includes a shoutout to Holiday Inn.

What do you think? Write your review below and you could win a bottle of champagne in our 'Review of the Month' competition.

AJR
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