Airbnb taps Bear Grylls and Mowgli for new ads

Airbnb’s latest ad campaign cleverly uses footage from Disney’s new version of the Jungle Book and Bear Grylls’ TV show Man vs. Wild to promote some of the more unusual properties that are available on the service.

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The new ads form part of Airbnb’s new ‘Love This?’ campaign, created by ad agency TBWA\Chiat\Day, which features footage of exciting activities and then suggests appropriate accommodation via Airbnb.

The clips from the Jungle Book and Man Vs. Wild are used to promote an impressive treehouse and a private island respectively. These are real listings on Airbnb, though the true excitement of the ads comes via the movie and TV footage, which Airbnb didn’t have to shell out to shoot (though presumably has paid to use) – with the shots of the accommodation neatly segued onto the end. The partnerships with Disney and Grylls will likely attract new audiences to the Airbnb brand too. All round very clever stuff, and much more fun than that earnest brand film from last year.