Airbnb has unveiled three new animated ads created by Buck as part of a campaign signaling a strategic shift for the brand. One of the ads taps into the growing demand for nature-focused escapes, following a family of four eager for a getaway in the great outdoors. However, they find themselves stuck in a cramped hotel, where crowded hallways filled with luggage emphasize the lack of privacy and connection to nature. The voiceover delivers the message: “If you’re traveling to be surrounded by nature, don’t end up surrounded by hotel,” encouraging viewers to “get an Airbnb and go where hotels can’t.”
The ad contrasts the hotel experience with the Airbnb option by showing the same family enjoying a peaceful stay in an Airbnb cabin, nestled in the woods. Surrounded by wildlife, fresh air, and total privacy, they find the true connection with nature they were seeking.
The ad features the iconic jazz standard “Watermelon Man” by Herbie Hancock, originally from his debut album Takin’ Off (1962).
This campaign is designed to position Airbnb as the ultimate choice for outdoor travel, while subtly reinforcing the brand’s long-standing message that “hotels can’t do this.”
