The latest installment of the Expedia series titled “Find Your Strength” follows Maggie, a cancer survivor, as she tours around the country speaking on behalf of the hospital and about the young boy she befriended during her treatments at St. Jude.

Maggie became best friends with Odie at St. Jude. While their friendship blossomed, Odie didn't make it.

As Maggie fulfills her promise to Odie by holding fundraising speeches about their bond, there's not a dry eye in the house and a severe Kleenex-warning on this ad.

You can help too. Expedia is inviting consumers to join the brand in donating to St. Jude Children’s Research Hospital. Expedia’s Facebook Share Campaign: for every Facebook user who shares the Find Your Strength post from Expedia’s Facebook page at, Expedia will donate $5, up to a total of $50,000.
Consumers can Retweet to Donate on Expedia’s Twitter page; for every retweet of the campaign hashtag #ExpediaStJude, Expedia will donate $1, up to $10,000.
Via SMS Donation Matching, consumers can text GIVE to 50333 to donate $10* to the kids of St. Jude. Expedia willmatch those donations, up to a total of $25,000.
Find Yours Donation Matching: Expedia will match every dollar consumers donate when they visit, up to a total of $165,000, bringing the total donation directly from Expedia to $250,000 in addition to donations from consumers.

"Expedia is really about connecting with people on a real level, not putting the brand in front of the story," Creative Director Gavin Milner explained. "They transcend the idea of a typical online travel agent and understand why you travel and what serves they can offer you, not just people like you. Since Expedia is about making meaningful trips, we wanted to make meaningful films that feel human and real, and ultimately inspire people to take action and donate."

Campaign: Expedia Find Yours

Length: 2:30

Spot: Find Your Strength (Web Film)

Agency: 180LA

Client: Expedia

Agency: 180LA

Executive Creative Director: William Gelner

Creative Director: Gavin Milner

Copywriter: Mike Burdick

Art Director: Mike Bokman

Head of Production/Managing Partner: Peter Cline

Producer: David Emery

Account Director: Chad Bettor

Account Manager: Brooke Stites

Account Coordinator: Sarah Lynch


Production Company: Boxer Films

Director: David Adam Roth

DP: Lawson Deming

Executive Producer: Beth George

Producer: Emile Hanton


Editorial Company: Rock Paper Scissors

Editor: Gabriel Britz

Producer: Alexandra Zickerick

Executive Producer: CL Weaver

Assistant Editor: Ko Massiah

Completion/Special Effects

Colorist: Bob Festa

Transfer Facility: New Hat

Recording Mix

Recording Studio: ELEVEN SOUND

Mixer: Scott Burns

Assistant Mixer: AJ Murillo

Executive Producer: DJ Fox

Music/Sound Design

Composer: Adam Taylor

Client Credits

Senior Director, Brand Marketing: Vic Walia


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.