Hotels.com Embraces Literalism in Novel Brand Campaign

Hotels.com has unveiled a global brand campaign, “It’s All in the Name,” centered around the refreshingly straightforward concept that its name accurately reflects its business: providing hotel bookings. The campaign, created by advertising agency Mischief @ No Fixed Address and directed by Andreas Nilsson, aims to cut through marketing clutter with absurdist humor and a no-frills approach.

Absurdist Ads Highlight Literal Interpretations

The campaign features two television spots that playfully challenge conventional interpretations of common phrases. “Chicken Fingers” depicts a woman on a beach having her fries stolen by a chicken, highlighting the literal meaning of the food item. “Headphones” portrays a waiting room filled with people sporting telephone receivers as headwear, emphasizing the literal components of the word. These ads underscore the idea that not everything should be taken at face value.

Reinforcing Simplicity and Trust

According to Natalie Wills, senior vice president of marketing and creative at Expedia Group, the campaign reinforces Hotels.com’s core promise: “to make travel easier, every time.” The “It’s All in the Name” tagline aims to remind travelers of the platform’s commitment to rewards, simplicity, and reliability.

Visual Identity Refresh and Mascot Integration

Coinciding with the campaign launch is a visual identity refresh, including a redesigned “H” logo featuring three layers representing the customer journey: discovery, booking, and rewards. This new look will be implemented across the Hotels.com app, website, and marketing materials. The campaign too continues to feature the brand’s global mascot, Bellboy, introduced last year.

Mischief @ No Fixed Address and Campaign Details

Mischief @ No Fixed Address, recognized for its creative work including being named GQ’s World’s Most Creative Companies in 2024 and Ad Age’s A-List #1 in 2022 and 2024, developed the campaign. Andreas Nilsson directed the campaign through Biscuit. The television spots are scheduled to air in the U.S. Beginning March 17, 2026.