Viator, the online travel marketplace owned by TripAdvisor, has just released a new commercial that’s turning heads—and not just because of its breathtaking views. Created by agency Fig, this 30-second ad features a goat with a penchant for chaos and some pretty eccentric characters. Let’s break down the ad that’s got everyone talking.
The Premise: Cliffside Comedy
The commercial starts with two unsuspecting travelers hanging off a cliff, trying to capture the perfect vacation selfie. Enter the goat—a scream that rivals any horror movie and a determination to unseat our travelers. It’s bizarre, funny, and offbeat humor that sticks with you. The ad wraps up with a cheeky reminder to “Regret less. Do more with Viator,” urging viewers to book their next adventure confidently.
Agency & Creative Elements
Fig, the agency behind the ad, has tapped into a winning formula. The combination of stunning visuals, sharp writing, and a touch of absurdity creates a memorable viewing experience. The naughty goat isn’t the only scene-stealer; there’s also a buzzard with a knack for stealing phones, adding another layer of humor.
The Follow-Up: London Laughs
In a companion spot, Viator takes us to London for a tongue-in-cheek look at Big Ben—an average guy named Ben. This ad underscores the idea that travel magic happens through experiences, not just sightseeing.
Cultural Impact and Messaging
Viator’s commercials don’t just sell travel; they sell experiences. The ads highlight the platform’s ability to simplify booking and enhance travel adventures. According to Viator’s VP of brand and communications, Laurel Greatrix, the goal is to remind travelers of the simplicity and incredible experiences Viator offers.
Pros and Cons
Pros:
- Humor: The goat’s and buzzard’s antics bring a light-hearted, memorable touch.
- Visual Appeal: Stunning cliffside scenery adds to the ad’s allure.
- Effective Messaging: Encourages viewers to think beyond traditional sightseeing.
Cons:
- Niche Appeal: The absurd humor might not resonate with everyone.
- Short Duration: At just 30 seconds, the ad might feel rushed to some viewers.
Final Thoughts
Viator’s new commercial is a breath of fresh air in the travel advertising space. Its combination of humor, stunning visuals, and a clear message will likely leave a lasting impression. Whether you’re laughing at the goat’s scream or pondering your next adventure, one thing is sure: Viator has successfully captured what makes travel exciting.