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Booking.com returns to the Super Bowl for the third-straight year, adding Tina Fey and Glenn Close to its list of stars touting online travel.
Back in 2022, Booking.com used its first Super Bowl ad—and Idris Elba—to coax travelers out of their pandemic-driven hibernation. Last year, it recruited Melissa McCarthy (and, to a lesser extent, husband Ben Falcone) to showcase just how much of the world had opened up to travelers as Covid-19 restrictions fell.
Booking’s spots ranked 30th out of 66 on the USA Today Ad Meter in 2022 and 35th out of 51 in 2023.
For Super Bowl 58, the online travel agency gets to focus a bit more on itself and the diversity of its rental properties. Even just emphasizing the simplicity of Booking.com’s app for its namesake purpose—booking travel—is something of a Super Bowl luxury for the brand.
This year’s “book whoever you want to be” spot features actor, producer and writer Tina Fey adopting different personalities—with help from Close and former 30 Rock co-stars Jane Krakowski and Jack McBrayer—to match the millions of hotels, vacation rentals and destinations available on Booking.com’s platform.
There’s a “Tina Fey” who loves shopping and fancy hotels, a “Tina Fey” who likes to hide in Wyoming cabins and let everything grow, a “Tina Fey” who gets thousands of steps in while hiking through Colorado and a “Tina Fey” who clutches martini glasses filled with shrimp cocktail and strikes horrifically uncomfortable poses for social media.
“Booking.com is on a mission to make it easier for everyone to experience the world,” said Arjan Dijk, svp and CMO of Booking.com.
Produced with help from creative partners Zulu Alpha Kilo and media agency Mindshare, the 30-second ad will air during the game’s second quarter. The campaign extends throughout the year and includes the 15-second spots “Sasquatch Tina Fey books a cabin” and “Influencer Tina Fey books a boutique hotel.” There’s also a 90-second extended version of the Super Bowl spot that will be available on YouTube.com/Bookingcom.
