Don’t do it yourself

Agency: Supernatural


We all have that person in our lives who insists on doing everything themselves, no matter how ridiculous or time consuming it is.

In fact, there are apparently still some people who check multiple travel websites instead of using an aggregator to see all of their options in one place. New research from KAYAK reveals 81% of Americans who travel include multiple travel websites in their search with nearly 1 in 5 (19%) spending between 11 and 24 hours searching. It’s time we end the madness.

KAYAK, the travel Metasearch, does the hard work for consumers so they can focus on what truly matters - getting out there and seeing the world.

With the brand’s latest campaign, ‘Don’t Do It Yourself’, KAYAK boldly demonstrates how ridiculous it can be to do certain things themselves, with a distinctly witty, offbeat approach. Made in partnership with the AI-backed creative agency Supernatural, the campaign embraces its trademark over-the-top humor. From vacuuming hairballs under the couch to even assuming the role of a human scarecrow, ‘Don’t Do It Yourself’ spotlights these unique individuals who insist on handling everything independently.

“We recognize the effort it takes to plan the perfect trip, but we firmly believe that travelers don’t need the chaos of 100’s of browser tabs when KAYAK does it for you. KAYAK makes it easy to compare all of your options at once so we wanted to highlight the absurdity of doing things yourself with our trademark wit and humor. It's time to embrace the tools and technology that make our lives easier,” said Matt Clarke, VP of NA Marketing.

Supernatural combines human insight with machine learning, to create better advertising and deliver real results. Using their proprietary AI-powered platform Merlyn, the agency worked with KAYAK to uncover new audience data insights to create an attention-grabbing campaign full of Metasearch, signature KAYAK humor, and cultural relevance.

All :30s spots will appear across national broadcast and social starting January 15th.

This professional campaign titled 'Don’t do it yourself' was published in United States in January, 2024. It was created for the brand: Kayak, by ad agency: Supernatural. This Integrated medium campaign is related to the Travel and Tourism industry and contains 3 media assets. It was submitted 3 months ago.


Emily Cabral - Senior Producer
Johan Leandersson - Creative Director
Jørgen Sibbern - Senior Writer
Prit Patel - Senior Writer
Nathan Frank - Writer
Paul Caiozzo - CCO
Katie Rochford - Account Director
John Elder - CEO
Matt Clarke - VP of Marketing, North America
Rebecca Hansen - Sr. Creative Director, North America
Stacey McMaster - Brand Director, North America
Sarah Rauth - Brand Manager, North America
MJZ - Production Company
The Perlorian Brothers- Director
Eriks Krumins- Executive Producer
Jennifer Gee- Executive Director of Production
Andrew Sulliman - Producer
Mike Gioulakis - Director of Photography
El Camino - Local Production Company
Nomad Edit - Edit Company
Editor - Dan Maloney
Company 3 - Color Company
Sofie Friis Borup
Heard City - Mix
Mike Vitacco


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