For KAYAK, Confidence is king

Martin Agency Brings Its Signature Zaniness to Kayak After Years of Tomfoolery for GEICO
Confidence is king in the brand’s weird vignettes

It’s been a little more than two years since Kayak decided to shift its creative account from one set of acclaimed weirdos to another, leaving Barton F. Graf for the Martin Agency.

Martin’s first outing with the brand was the “Kind of Like Kayak” campaign,which compared the travel booking aggregator to various other resources, like an army of body doubles to help you try on pants, or a personal style forecaster who’ll tell you when your man bun is past its prime.

The agency’s newest Kayak work is still odd, but this time it’s a bit more in the vein of Martin’s longtime, high-profile client, Geico. Martin has spent decades honing Geico’s ad approach, which typically centers on unexpected situations that fit tightly into a 15- or even 6-second space.

To highlight the idea of being “Kayak confident”—ie, secure in your decisions based on the app’s sprawling amount of travel data—Martin has created a series of short-form spots, including a dentist working on a shark and a snowman hitting the tanning bed.

There’s also a set of ads showing how the app helps you change your scenery, from the drudgery of workaday life and home improvement fails to floating fountain-side at a resort or watching hula dancers on the beach.

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