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Tina Fey and Glenn Shut Star in Tremendous Bowl Business



Skift Take

Barring last-minute entries, stands out as the solely journey firm promoting nationally throughout Tremendous Bowl 2024. Nevertheless, on condition that’s annual gross sales and advertising and marketing spend exceeds $7 billion, the expense is actually doable. is again for the third yr in a row with a Tremendous Bowl industrial, this time in 2024 with the advert starring Tina Fey and Glenn Shut. The industrial has cameos from actors Jane Krakowski and Jack McBrayer, each with 30 Rock credit, as properly.


The 30-second spot, which is able to run within the second quarter of Tremendous Bowl LVIII between the Kansas Metropolis Chiefs and the San Francisco 49ers, sees Fey comply with’s mantra of “ebook whoever you wish to be” due to the big variety of lodging’ selections on the platform. (See the industrial embedded beneath.)

Fey narrates the primary 10 seconds of the advert, and scrolls previous luxurious lodge and cabin listings on on her cellphone. Then what Fey describes as her “physique doubles” take cost.

Actress Jane Krakowski performs “splurgy Tina” at a luxurious Rodeo Drive lodge in L.A. Actor Jack McBrayer brushes the hair of “rustic Tina” as a Sasquatch in a Wyoming cabin. And Glenn Shut serves as “wild Tina’s” physique double on a rambunctious horse experience throughout a farm keep.


“With tens of millions of prospects, you’ll be able to ebook whoever you wish to be,” Shut says, with Fey leaping in saying, “That’s my line!”

Zulu Alpha Kilo developed the inventive for the adverts, and Mindshare handles the media technique.

USA In the present day estimated that 30-second spots within the 2024 Tremendous Bowl contest common $7 million, and that wouldn’t embody’s manufacturing prices with all of that star energy. However that wouldn’t be a game-changer for a corporation, Reserving Holdings, that shelled out $7.8 billion for gross sales, advertising and marketing and different bills in 2022.

Advertisement’s U.S. Technique

After years of specializing in the European market, Amsterdam-headquartered has been increasing within the U.S. and the Tremendous Bowl adverts within the final three years have been a part of that push. Barring lineup modifications, stands out as the solely journey firm promoting nationally within the huge recreation in 2024 (apart from BetMGM with Tom Brady and Wayne Gretzky), based on AdWeek’s Tremendous Bowl industrial tracker.

The industrial is a continuation of the net journey company’s Reserving.yeah marketing campaign, which it relaunched two years in the past. Melissa McCarthy starred in final yr’s Tremendous Bowl advert. The marketing campaign entails TV, together with prime time programming, audio streaming, social and on-line shops.

“We have been the most-viewed advert of the Tremendous Bowl on YouTube final yr with greater than 108M views, which exhibits what an impactful launch platform the ‘huge recreation’ is for us,” a spokesperson stated this week. “Since relaunching Reserving.yeah two years in the past, the marketing campaign has helped contribute to speed up model development and consciousness within the U.S. and has actually resonated with People.”

Advertisement’s advertising and marketing powered actually gave an help to that most-viewed advert standing.’s 2024 Reserving.Yeah Marketing campaign

Along with this yr’s 30-second Tremendous Bowl spot, Tina Fey books whoever she needs to be, the marketing campaign is a mix of 15- and 30-second spots. They embody “Sasquatch Tina Fey books a cabin” and Influencer “Tina Fey books a boutique lodge.” There may be additionally a 90-second model of the Tremendous Bowl industrial, all of which might be seen on’s YouTube channel.

After this yr’s Reserving.yeah marketing campaign kicks off within the Tremendous Bowl February 11, it should roll out later within the yr in varied incarnations within the UK, France, and Australia.


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