CommercialClack – Kayak and its strange commercials

Once I saw the “disturbing eyes” commercial for Kayak.com, I thought I’d do a little background check on the company. Here’s one of the things I found:

“Our website and mobile apps enable you to easily compare hundreds of travel sites at once, in one comprehensive, fast and intuitive display. If you want to spend hours searching every airline, hotel and other travel site yourself, that’s one option. If you’d prefer an easier way to find a good deal, we can help.”

I even went so far as to check out Kayak’s site to see if it puts its money where its mouth is. Result? Not a bad service as far as I’m concerned.

But … why the weird commercials?

This is the one that’s got everyone jawin’. Some call the commercial creepy, but I disagree. Disturbing on a several levels? Yes. But it’s not creepy. Clowns are creepy. And scary. And frightening. Movies can be creepy. The musty, moldy smell of a wet basement can be creepy. The dude in the commercial above? Not creepy at all. You look at him and you can’t turn your eyes away from him. It’s as if he pulls you in with those eyes … you can’t extract yourself from his hypnotic glare. I will admit, however, the sideways glance he gives his wife after he turns back to his computer is a bit creepy.

My question still remains: Why the weird commercial? Is this the new norm? The new way to garner an audience? Am I simply out of touch?

I don’t think so. Because, then, there’s Frank Reardon …

Again, this is an attractant? Frank is supposed to spur me on over to Kayak to utilize their wares with the image of this dude in the back of my mind? He’s not exactly the epitome of “spokespersondom” after all.

Look: I’ve worked in the strange and wonderful world of marketing and advertising. It’s strange and it’s wonderful. It’s filled with personal opinion. It can create applause just as quickly as it can bring about groans and sideways glances. It can also leave your audience stupefied to the point there’s no chance you’ll get them to peruse your site. This next one is one such commercial that does just that:

Am I to assume only stupid people who would use flare guns indoors are the target audience for Kayak? Well, no … because in the next spot we have a the supposition that even a brain surgeon can be turned from his questionable ways:

Like I said: Personal opinion comes into play as to whether you appreciate or head to the kitchen for a snack when it comes to these commercials.

But all of a sudden, with the next Kayak offering, I’m back on board. This is something I would do (and have done) on a whim — create a completely non-sensical absurdity simply for the pure pleasure of it! Brillo pads and charcoal briquettes for hair! Red vine licorice for a mouth! Papier-mâché heads! Wax lips! (*mmmmmmmmmmmmmm* … wax lips …) Hokay … maybe I understand Kayak and their advertising team after all!

Look: I know there are commercials out there in TelevisionLand that aren’t everyone’s cup of tea. I have my likes and dislikes, everyone else does as well. But you have to give things a go every once in a while … explore the new and the weird and the wacky … get out of your comfort zone and delve into something that’s not within your normal sphere of influence.

Kayak forced me to do just that. I may not applaud them fully when it comes to their campaign choices, but you have to admit they make you turn your head and take notice.

“Look: I understand too little too late.
I realize there are things you say and do you can never take back.
But what would you be if you didn’t even try? You have to try.
So after a lot of thought, I’d like to reconsider:
Please … if it’s not too late … make it a cheeseburger …”

— Lyle Lovett, “Here I Am”

Clacked by Michael Noble
on Jun 01, 2012 @ 12:07 EST5EDT