No Words

Life is hard. Check into Easy. This is the new brand proposition of City Lodge Hotels. It’s an acknowledgment that sooner or later we all have to face up to life’s endless barrage of problems, big and small. And while the big ones are big – it’s the relentlessness of the little things that just don’t work out the way they should that can push you over the edge, making you want to check out for a little bit.

That’s why our new film series is called #NoWords. They are subtitle driven spots that acknowledge that feeling we’ve all had of having nothing more to say against the relentlessness of the mundane every day and realising you just need a break.

By doing this we position City Lodge Hotels as a solution to the stresses of everyday life, bucking the industry convention of dreams of white sandy beaches and poolside living.

And because there is no verbal dialogue in any of our pieces, we have a unique opportunity to repurpose these spots tactically, re-titling them to speak to moments of cultural relevance that have South Africans feeling like they need to #CheckIntoEasy.