Christy Bechtel

Holiday Inn Express Commercial








VISUAL
This 60 second commercial spot starts by putting the consumer in a downtown setting. Where there are three African Americans hanging around a local deli where they appeared to be rapping to each other. Than a businessman, dress in slacks and carrying his dry cleaning, walks by the men. One of the men finds the businessman as a perfect target to rap about. So, he begins rapping and dissing the businessman square attire. The businessman just stands there listening to the rap. Once he's done you don't know what's going to happen next.
Than, to your surprise the white businessman hands the rapper his dry cleaning and proceeds to rap back. Unexpectedly, he is the next Eminem and raps fast and disses the other rapper stating rhymes such as: "how you gonna let a marketing rep rip your rep..."
He finishes his rap by saying, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night."
Then the man grabs his dry cleaning and walks away leaving the three African Americans in utter shock.
The commercial ends with a voice over saying "Stay Smart, stay at a Holiday Inn Express"

MEANING OF AD
Holiday Inn Express is introducing more advertising to reinforce its value message among consumer. They use the slogan "Stay Smart, Stay at a Holiday Inn Express." All of their ads are based on this statement. Therefore, in the beginning of the commercial the audience thinks that the black rapper is going to eat the businessman alive. But, to the contrary the businessman makes a fool out of the black rapper. His statement at the end, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night" is meant to show the consumer that if you stay at a Holiday Inn Express you will be smarter and on top of things. They want the consumer to think that if they stay at this hotel they will ultimately be smarter.
The tone of this ad is humorous.

STRATEGY
Product Benefit- Having a place to stay.

Consumer Benefit- Having a place to stay that is faster and easier than other hotels.

COMPETITION
Best Western, Comfort Inn, Best Value Inn, Hilton, and Motel 6.
The face of a slumping economy that has affected the hospitality market.
"While other hotel brands are pulling back, it presents an advantage to us and affords us the opportunity to talk to our target in a less cluttered environment," said Steve Ekdahl, director of brand marketing for Holiday Inn Express.

TARGET MARKET
18 years old and up, someone who is looking for a fast, and easy hotel to stay at.