Business trips don’t have to be all business.
A new campaign by Giants & Gentlemen for Days Inn – Canada shows the sweet side of business travel by playing up the freedom professionals get to enjoy while away.
There are perks like sleeping solo (bye for now, blanket-hogging partner), eating whatever you want for dinner (with no cutting food into bite-sized bits for the kids first) and watching whatever you want on TV (without an argument).
The “Bizcation” campaign features a cheeky 30-second spot that juxtaposes the downside of a dad’s work trip for his young son – seen reading a book by himself and gazing at his dad’s picture – against the dad happily relaxing in his hotel room with a neck pillow, Pad Thai dinner and mixed martial arts on the TV.
To develop the ad, Toronto-based creative agency Giants & Gentlemen gathered insights from external experts – including those in different, but related categories – to help get new perspectives that help better connect with targets.
In this case, the strategy provided an unexpected nugget about how professionals feel about business travel: business trips give an opportunity to enjoy yourself.
“Business travel is typically presented as providing comforts for those who miss home,” said Alanna Nathanson, partner and creative director at Giants & Gentlemen, in a release.
Taking a leave-your-guilt-at-the-door approach, Giants & Gentlemen shows it’s OK to kick back and take full advantage of being away.
Irwin Prince, president and COO of Days Inns – Canada, said the spot recognizes that while not everbody loves to travel for work, it does come with some benefits.
The spot launched during the National Football Conference championships last weekend and will run throughout the winter. The campaign also features on-premise promotions and social media.
Agency: Giants & Gentlemen
Copywriter: Geoff Morgan
Art director: Dan Bache
Creative directors: Alanna Nathanson, Natalie Armata
Agency producer: Rosanna Tanti
Account directors: Steve Waugh, Gino Cantalini
Production: Radke Film Group
Director: Shawn Zeytinoglu
Post-production: School Editing
Online: Fort York VFX
Colour: Alter Ego
Audio house: Retriever Sound & Music