Peter shared in July 2015:
Is Mankind?
Here's Airbnb's new one minute ad on Youtube.
bit.ly/1f4cO3WRight now, Airbnb is giving the ad a huge presence on its landing page.
I remember saying at the Airbnb Open 2014 that the values of Airbnb can be summed up in one word: kindness. It was good to hear CEO Brian echo that sentiment recently. Now it seems they are consciously adding the value "kindness" to their brand.
MarketWatch
on.mktw.net/1K7NOGC calls the ad bizarre and questions whether Airbnb is on drugs. BuzzFeed
bzfd.it/1fJINaA reports that people are "seriously disturbed" by it.
I like it.
:-)
Keith:
I'm in the Bizarre camp on this one.. I think I get the pointish.. but I really dont know who the target market is for this particular ad. it seems geared more toward people who already drank the airbnb kool-aid
Peter:
Keith, I think you need to be a Mad Men junkie like me to appreciate it. Recall the Kodak Carousel pitch:
bit.ly/1JigI1b. It's all about the sentiment. For Kodak, it was Nostaligia - "it's delicate, but potent." For Airbnb, it's clearly Kindness. You don't even need to show the product.
PS. On the last point about the product - it's even more challenging for Airbnb because, other than the website or random pics of listings, there really isn't a "product" like a box of soap powder or a car. By necessity, companies like Airbnb needs to sell a feeling, not a discrete thing.
Joseph:
Whats has been neglected to say from Marketwatch is the kindness of Strangers (mankind) during recent natural and man made disasters . Hosts and Airbnb have risen to the challenge when Hurricane Sandy Hit the East Coast and Hosts put up families that were left Homeless free of charge , or when fires hit in Australia or other disasters around the world where Hosts help out people in great need . Is Kindness the new drug that Marketwatch is unable to understand .
Ali:
I like it to
Al:
Joseph I think they should hire you to redo this a bit awkward and incorporate your suggestions into the new ad. Show those actions of kindness around the world, interview the people who were hosted by Airbnb hosts during these disasters. That would indeed be a great ad. This 'kodak moment' ad doesn't meet the taste of most cultures...I think
Joseoph:
Perhaps too abstract for some ? Its almost like the director Malick films .
Tom:
Very good points Peter. I really found the ad to be very refreshing and thought provoking. I think the reason why Airbnb has a loyal following is because many people are fed up with negativity, sarcasm, and fear.
The ad with the baby learning to walk is brilliant. It conjures up a time in all of us when we are born and our eyes are filled with wonder, curiosity, and joy. I think the ad is very brave and my hat is off to Airbnb for trying something new.
The ad is doing something! It is making people talk about what is being human. Do you view life as positive, fascinating, and trusting? I don’t know about you but with so much negativity in the world when Airbnb comes along and reminds us that kindness is human; I applaud! Good Job!
