Against Airbnb

Against Airbnb

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

Article/18898 #1
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.

Discover More News
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN