Travel Site Kayak's Ads are Guaranteed to Make You Laugh

Travel Site Kayak's Ads are Guaranteed to Make You Laugh

Published: January 17, 2024

While other brands drown in a sea of seriousness, Kayak dives headfirst into a pool of hilarity with three new ad campaigns sure to make you laugh.

Kayak, known for being a brand that prioritizes laughs over traditional advertising, doesn't disappoint with its most recent "Don't Do It Yourself" campaign.

Kayak has collaborated again with the creative agency Supernatural, which takes pride in integrating AI into its creative process, for the ad trilogy.

The message is conveyed in three different absurdly funny situations. "Don't Do It Yourself." Ditch the DIY travel planning and go about it the smart way. “Search one and done.”

The “Scarecrow” ad shows an old woman in a barn sarcastically mumbling, “Kayak, no way. Why would I use Kayak to compare hundreds of travel sites at once,” as she stuffs her clothes with hay.

She then dresses herself like a scarecrow, gets up on a mount and becomes the scarecrow herself, her scream scaring the crows away. People just insist on doing things the hard way.

The “Mall Fishing” scenario shows a man passionately yet ridiculously declaring how he needs to “feel connected” to what he eats as he catches a fish from a mall’s koi pond.

“Even if I don’t get a great deal, I still feel connected to it. What kind of connection would I have with the salmon if I bought it in the supermarket!”

In the “Vacuum,” a man sucks in all the dirt on the floor because “no machine is better than him.”

The ad wittily shows how people sometimes just want to make their lives more difficult instead of relying on technology.

Kayak’s 30-second spots are a breath of fresh air, reminding us that sometimes, the best way to sell something is to make us laugh.

“Kayak, as a product, is very rational. Bringing humor into the rationale is a way to get people to pay attention. And it’s always a good thing when you leave people with a smile on their face after interacting with your brand,” Kayak’s North American Marketing VP Matt Clarke said in an interview with Ad Age.

Less than two weeks after its launch, the “Don’t Do it Yourself” ads have already accumulated over 20 million views on YouTube.

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