Client: Spies Travel
Agency: Robert/Boisen & Like-minded, Denmark
Danish travel agency Spies Travel is once again trying to convince the country’s citizens to have more sex—by taking more trips. (Traveling, you see, makes couples more intimate, according to research.) But while the company’s memorable 2014 ad had a patriotic theme—urging Danes to travel, and thus have more sex, and thus have more babies, and thus boost the country’s low birth rate—the amusing new spot takes a different approach.
Instead of “Do it for Denmark,” the new rallying cry is “Do it for Mom.”
The whole premise is a bit convoluted and pretzel-like, but the two-and-a-half-minute spot explains it pretty well—in a fun, comedic visual style. And it has a very clear call to action: Moms who want their grown children to have babies can take advantage of the “Spies Parent Purchase” and send their child on an active holiday—so they can finally have the grandchild they’ve always wanted.