Just Like What? - Orbitz | Clapboard Ad Archive

Orbitz’s 2019 Just Like What campaign, crafted by Havas for the US travel market, leverages film to deliver a sharp, user-centric message centered on instant rewards, positioning the brand as an efficient and approachable choice within the competitive transport category. The campaign’s flagship film asset, Suite Snap :30, exemplifies this approach by employing a FORMAT#1 Demonstration technique, directly showcasing Orbitz’s value proposition through rapid, visual affirmations of its rewards system with the refrain just like that, that, and that. This repetition underscores immediacy and simplicity, effectively communicating the benefit of quick, tangible payoffs without complexity or friction, which is crucial in an industry where consumer decision-making increasingly favors seamless digital experiences. Havas’s creative strategy eschews elaborate storytelling or symbolic framing in favor of a clear, performance-driven narrative that resonates broadly by tapping into everyday spontaneity—a tone that aligns with Orbitz’s brand personality as a smart, accessible travel platform. The campaign’s three media assets maintain a cohesive narrative thread, reinforcing brand recall and encouraging user engagement by demonstrating how rewards integrate seamlessly into the booking journey, thereby fostering a perception of Orbitz as a travel companion that rewards users just as quickly as they book. Clapboard rates this campaign 61/100 in its global creative archive. This campaign matters to the industry because it demonstrates how transport brands can harness direct product demonstration in film to convert immediacy and simplicity into compelling consumer motivations while navigating a crowded digital marketplace.