A royal bomb dropped as Meghan and Harry, formerly the Duchess of Sussex now simple a Duchess, declared that they intended to carve out a "new role" in the British Royal family and move to Canada.
As you can imagine, the newspapers and gossip-makers went nuts and looked over statements from the pair and from the Queen of the United Kingdom and the other Commonwealth realms, Elisabeth II, with a fine-toothed comb. This news was big. So big that any ad hijacking it would be huge.
Acutely aware of this was a creative team at Saatchi, London. Ryan Price explains that there wasn't even a topical brief laying around, this was created on the agencies initiative.
"I wrote it on Monday and it was in the papers by Thursday. There was no brief, I just showed it to Expedia and they loved it. "
Maria Suarez-Inclan art directed the ad, and Expedia was smart enough to OK it in an instant. This got them media attention in the UK, and quite a bump of viral spread on Twitter as well.