In March last year, Hostelworld launched a series of what appear to be sensational pre-roll videos featuring the star with an outrageous reputation, Charlie Sheen. Titles included, LEAKED: Charlie Sheen Bashes Bishop In Hostel – Hostelworld, LEAKED: Charlie Sheen Sleeps With 7 People In Hostel – Hostelworld and LEAKED: Sheen’s Private Binge In Hostel.
The ads thwarted their viewers ‘expectations and ended with the tagline, Nicer than you might think. Apart from grabbing attention, the campaign by Lucky Generals was a brilliant tactic to make people upgrade how they see Hostelworld’s accommodation.
Lucky Generals added to the campaign in May 2017 with an online film featuring 50 Cent, that mimicked MTV’s Cribs.
Now diva, Mariah Carey, has been given the Hostelworld treatment – because she is one of the most unlikely people on earth to stay in a Hostelworld hostel. In the ad, she does so through a booking error. But she does stay, which of course is the point.
The Charlie Sheen ads were directed by Vaughan Arnell through Moxie Pictures. 50 Cent, by Barry Bangs through Smuggler. Mariah Carey by Nick Ball through Blink.
Credits (Mariah Carey):
Agency: Lucky Generals
Production Company: Blink
Director: Nick Ball
Executive Producer: Ben Sharpe
Producer: Andrew Studholme
Director of Photography: Lachlan Milne
1st A.D.: Ben Gill
Production Designer: Pablo Tegbov
Editor: Leo King
Post Production: The Mill
Producer: Tom Igglesden
VFX: Rich de Carteret & Adam Maynard
Colour: Seamus O’Kane @ The Mill
Sound Design: Sam Robson @ 750MPH
Some of the Charlie Sheen ads:
The 50 Cent ad: