Super Bowl Campaign 2024 – Book Whoever You Want to Be
Booking.com
In 2024, the Super Bowl marked one of Booking.com’s biggest brand moments in the US. It was when we brought the brand to life with a fully integrated campaign designed to land a simple idea in a memorable, entertaining way.
For this year, the creative idea celebrated the joy of imagining who you could be on your next trip. With so many options to choose from on Booking.com, you could step into a different version of yourself every time you travelled.
To bring this to life, Tina Fey became “all the Tinas she could be” — from Rustic Tina (a Sasquatch in glasses) to Wild Tina (Glenn Close in a wig on a horse). The Super Bowl spot proved that with Booking.com, you could Book whoever you want to be.
Bringing the Campaign to Life
I creatively led the development of the campaign across films for linear TV and YouTube, photography for owned and paid social channels, and short-form videos for social platforms. Beyond the scale of the asset mix, the production came with added complexity: alongside Tina Fey, we cast multiple performers to play different versions of her, and worked with additional celebrity talent — including 30 Rock co-stars Jane Krakowski and Jack McBrayer, with Glenn Close making a cameo in the final moments of the spot.
Delivering the campaign successfully relied on close collaboration between my creative team, the production and brand teams, and our external agency partners. Together, we navigated a high volume of assets, multiple approval rounds, and a fast-paced Super Bowl timeline — ensuring consistency, quality, and a cohesive creative vision across every channel.
