"They're lying to you! Open your eyes!"

In this ad, Kayak roasts "deniers" by depicting a 'KAYAK denier' mom who refuses to accept that the service searches hundreds of travel sites at once to find the best deals.

Most importantly, this ad was actually informed by AI insights, which, through finding patterns with demographic and attitudinal data, saw what specific groups of people were thinking about at that time.

By using AI, their strategy lead found that "people who were travelling regularly in 2021, or who were planning to return to regular travel, had a few things in common. They understood Covid as a reality but had a more positive outlook [...] though still cautious, they didn't take themselves, or anything else, too seriously". The resulting ad prompted thousands of positive responses on their Youtube: