Marina del Rey, CA-based production company Backyard director Kim Nguyen takes hotel guest preparation to the highest level this “Winning Move,” ad. The creative campaign was created at the Atlanta office of Ogilvy USA. The spot is a continuation of the new Holiday Inn Express “Be The Readiest” campaign and also includes the :15 “Go You.” The spot features actor, comedian and official Creative Director and Champion of The Readiest Rob Riggle as a subtly humorous narrator leading a hotel guest away from an ordinary work convention and into the extravagance of a nationally televised dance competition. Because chunky guy sin khaki pants who can actually dance the samba really well are funny as hell. Just ask Colin the construction guy in the MoneySuperMarket ads.

See also Go You! by the same director. The same campaign also has smart move, bring on the day and get you going.

Client: Holiday Inn Express
Title: “Winning Move” :30, “Go You” :15
Agency: Ogilvy Atlanta
Brand Marketing Director: Seth Freeman
Senior Brand Marketing Manager: Cigdem Topalli
Director of Creative Services: Rhonda Mitchell
Executive Creative Director: Jason Aspes
Associate Creative Director: Nick Costarides
Associate Creative Director: Grant Weber
Executive Director: Deborah Riley Draper
Management Supervisor: Chad Cadelina
Integrated Producer: Todd Johnson
Production Company: Backyard
Director: Kim Nguyen
Director of Photography: Darko Suvak
President/Partner: Blair Stribley
Managing Director/Partner: Chris Zander
VP/Executive Producer: Kris Mathur
Head of Production: Emily Malito
Line Producer: Kevin Sharpton
Editorial: Beast
Editor: Matt Barron
Executive Producer: Soraia Callison
Producer: Katelin Perry

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.

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