Super Bowl Campaign 2023 – Booking is half the fun
Booking.com
In 2023, Booking.com used the Super Bowl as a key cultural moment to launch a US campaign designed to change how people feel about booking a trip. The idea was simple: planning a holiday doesn’t have to be stressful — it can actually be fun when you book with Booking.com.
Fronted by Melissa McCarthy, the campaign brought the idea of Booking is half the fun to life with warmth, humour and a playful, tongue-in-cheek tone. Melissa’s singing, dancing and unmistakable charm helped show that with millions of options on Booking.com, booking a stay can be fun when it’s this easy.
Bringing the Campaign to Life
The campaign rolled out in three distinct phases through a multi-channel approach, bringing the Booking is half the fun creative platform to life across TV, owned channels and paid social.
To deliver this, I worked in partnership with the creative agency and the Booking.com brand team, shaping the creative from concept through to execution. On set, I collaborated with the photographer to capture impactful campaign imagery of Melissa McCarthy and the wider cast. The photography was then used to produce a wide range of assets across internal channels, supporting the campaign on different platforms and social paid channels.
