For the second consecutive year, we had the privilege of crafting’s global campaign that would debut at the Super Bowl. Once again, our mission was clear: to take a well-known travel brand and propel its presence into every household across the U.S. Our strategy? Weave into the cultural conversation by leveraging the undeniable power of celebrity. 

2023’s ‘Somewhere, Anywhere’ campaign, in collaboration with the comedic genius of Melissa McCarthy, was a game-changer. It was a vivid illustration of how a well-executed celebrity partnership can amplify a message and resonate with the audience on a deeper level. McCarthy’s relatable persona made the idea of travel and exploration both accessible and aspirational.

Melissa McCarthy in summer clothes, standing on a balcony of beautiful hotel on holiday.
Melissa McCarthy, 2023

Our challenge this year was to go one step further and deliver not just a hit but a home run. We worked closely with the team at to secure Tina Fey, together with cameo appearances from Glenn Close, Jane Krakowski and Jack McBrayer.’s approach wasn’t just about creating buzz, but ensuring every dollar spent could be accounted for in business growth. It was about striking that delicate balance between the creative and the analytical, between inspiration and hard data.

“Tina Fey books whoever she wants to be”, 90-second extended version

When it comes to marketing, the use of celebrity talent stands as a smart strategy to ignite brand affinity and deepen consumer understanding. Mike DaRe from our U.S. office captures this sentiment, stating, “Working with celebrity talent continues to be one of the most effective ways to drive brand love and product/message understanding among consumers. And when brands are able to match the right celebrity with the right message at a time when the eyes of the world are firmly planted on advertising, the business impact can be swift and immense.”

Mike reflects on the layers and effects of celebrity integration within marketing campaigns. It’s not just about the immediate draw of star power; it’s about crafting a narrative that resonates and creates a lasting impression that solidifies a brand’s presence in the consumer’s world.

So, what did we learn from these star-studded campaigns? That celebrity inclusion can be incredibly potent when done right. It’s not just about the face you use but how their story intertwines with the brand’s narrative. Above all, that success is not just about being seen but being remembered — and in the case of, being the most viewed Super Bowl ad on YouTube for the second year running is a testament to that.