Against Airbnb

27.01.2016 HomeAway : Sharing Economy : Airbnb
HomeAway campaign by Saatchi and Saatchi London, Europe

Europe – In its latest tv ad, HomeAway takes aim at competitor Airbnb by suggesting that the sharing economy isn’t all it’s cracked up to be.

  • Highlights the perils of sharing a holiday space with a stranger
  • The ad, part of HomeAway’s largest international marketing campaign, is airing in the UK, US, France and Germany

It’s Your Holiday, Why Share It? aims to differentiate the vacation rental company from other home-sharing platforms. While the ad does not mention Airbnb by name, but mocks the sharing economy ethos it promotes. 

The video shows a parade of glum holidaymakers as they experience a variety of unpleasant situations, such as sharing a space with a toenail-clipping host, discovering suspicious hairs in a bar of soap and being watched in their sleep.

‘Our campaign demonstrates the problem of over-sharing,’ Mariano Dima, chief marketing officer at HomeAway, said in a statement. ‘Holidays are precious, so every moment should be about sharing the right things with the right people to ensure a more holistic, private and memorable holiday. We want to show travellers what a holiday does and does not look like.’

The Big Picture

In our upcoming macrotrend, Backlash Brands, we look at how companies are creating subversive advertising to communicate powerful messages and undermine their competitors. To find our more, buy your ticket to Backlash Culture, our Spring/Summer 2016 Trend Briefing.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more