Hotel brand Super 8 has launched a new multi-million dollar ad campaign for the U.S. titled “See You on The Road.” Created by independent agency TERRI & SANDY, the campaign offers a comedic look at #RoadTripFails, while showcasing Super 8 as the perfect sidekick for every road trip.
“Super 8 is a trusted, tested companion for every traveler out there and this campaign serves as an authentic platform for not only showcasing our fully updated, redesigned rooms, but connecting with them in a way that is both humorous and relatable, said Lisa Checchio, Vice President of Brand Marketing at Wyndham Hotel Group in a statement. “We’re tapping into emotional territory for travelers while simultaneously showing them we’re not their grandfather’s budget motel.”
The four15-second spots will air on cable networks including TBS, HGTV, Food Network, and CMT, as well as digital platforms. Expansion across radio and social is also in the works.
The campaign highlights relatable road trip problems such as a toddler needing a bathroom break, a stare-down with a lone bison, a too-close encounter with a teen in need of a shower, and a roadtrip selfie gone wrong—with the line “At Least Tonight Can Be Super.™” Each contrasts the drama of the open road with the restful moments that await at Super 8.
“Super 8 is an authentic brand, so when we began this process we wanted to tap into those authentic road trip experiences that all consumers can relate to,” Sandy Greenberg, co-founder and CEO of TERRI & SANDY told DIVERGE. “We found that some of the most celebrated stories from the road were the blunders. There is something inherently funny and memorable about the imperfections of your trip and we wanted to position Super 8 as the antidote to any speed bumps you hit along the way.”