Ad of the Day:

Finding great deals on flights and hotels isn't brain surgery

Headshot of Tim Nudd

For its latest commercial, Barton F. Graf 9000 and director Harold Einstein fall back on that timeless old comedy chestnut—the grotesque medical experiment.

Seems our brain-surgeon hero doesn't have the free time after work to search loads of travel websites for great deals on flights and hotels. So, he has to squeeze it in during his operations. He gets his unconscious patient unwittingly to help out by setting him up with a laptop and then squishily jabbing his exposed brain, causing involuntary movements that apparently translate to Web searches—not the most efficient system, perhaps, but one that seems to get the job done. However, as his assistant points out, this probably doesn't qualify as ethical behavior. It would be faster and less evil to search Kayak, a one-and-done solution that allows you to search hundreds of travel sites at once.

Linking travel and brain injuries is an interesting choice, but Graf has been doing oddball work for this client all along—most recently, the spot with the human-dummy pantograph, which was perhaps a little better at dramatizing consumers' absurd hunt for efficiencies in the travel-booking process. You won't soon forget this new spot, though—it will surely stick in your brain for some time.


Client: Kayak

Spot: "Brain Surgery"

CMO: Robert Birge

Director of Marketing: Emily Scott

VP, Brand Marketing: Stephanie Retcho

Agency: Barton F. Graf 9000, New York

Founder, CCO: Gerry Graf

Executive Creative Director: Eric Kallman

Copywriter, Art Director: Matty Smith

Copywriter, Art Director: Joey Ianno

Producer: Amanda Revere

Account Director: Becca Lawson

Production Company: Station Film

Director: Harold Einstein

Executive Producers: Tom Rossano, Eric Liney

Editing: Mackenzie Cutler

Editor: Gavin Cutler

Assistant Editor: Ryan Steele

Executive Producer: Sasha Hirschfeld

VFX: Schmidgital 

Audio: Lime Studios

Audio Engineer: Loren Silber

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 15, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT