Bark Bark, Hazy Mills Team Up to Produce Brand-Aware Spot for Orbitz

by Paige Albiniak  |  05.09.2017

Atlanta-based advertainment agency Bark Bark and entertainment production company Hazy Mills Productions teamed up to create “Great Big World” for Orbitz that promotes inclusion and diversity in travel.

The spot stars social media celebrity Randy Rainbow, known for his musical parodies of the Trump administration, as well as comedian Margaret Cho, RuPaul’s Drag Race winner Bianca Del Rio and noted performer Miss Richfield 1981.

The longform spot, which is performed like a Broadway musical and set at a TSA checkpoint, features Rainbow and his friends encouraging everyone to “get out and see the great big world.”

“I think this campaign authentically acknowledges the anxiety many Americans feel right now, that many brands feel right now, and counters that by highlighting the fun and benefits of travel,” says Brian Tolleson, head of content and managing partner at Bark Bark, in a statement. “Something that all people can agree upon is that when you get out and see the world you realize, first of all, that it’s round…there aren’t simply two sides to any issue or any culture. That’s a great consumer proposition in today’s world.”

“We are in the television content business, and were giddy to try our hand at working with a brand. With Orbitz and Bark Bark, the only thing we were limited by was how creative we could all become,” says Todd Milliner, who runs Hazy Mills Productions along with Sean Hayes. The production company has been behind such shows as Grimm, Hollywood Game Night and The History of Comedy.

“We had the freedom to create something truly original that was absolutely on brand for all three of our companies. I think a lot of folks want to sing and dance their way out of town on a fun adventure right now, and why not have Randy Rainbow and Margaret Cho remind you that you need to take a break once in awhile. We hope watching our short musical is as much fun as it was to make.”

Starting Tuesday, the spot will be posted across social media, including on Facebook, Instagram, Twitter, and YouTube. A 60-second version of the spot will debut on VH1’s Logo on May 11, and in RuPaul’s Drag Race on VH1 on May 12. A 30-second version of the spot also will be featured as pre-roll video on Viacom websites. The spot also will get a theatrical release at movie screenings at LGBTQ film festivals.

“Reaching out to a wide range of different communities has long been a part of Orbitz’ DNA, which has allowed us to help all people expand their horizons by making it easy and rewarding to explore the world,” says Jeff Marsh, director of marketing for Orbitz. “By combining well-known personalities, an infectious soundtrack and a healthy dose of fun, I think that we have succeeded in bringing that message to life.”

CREDITS

Starring: Randy Rainbow, Margaret Cho, Bianca Del Rio and Miss Richfield 1981

Client: Orbitz

Brand Marketing: Jeff Marsh

Advertainment & Branded Content Studio: Bark Bark

Development & Production Partner: Hazy Mills Productions

Executive Producers: Todd Milliner (Hazy Mills), Brian Tolleson and David Brand (Bark Bark)

Director: Nick Peet (Hazy Mills)

Producers: Jeff Melnick, Mark Nasser

DP: John Frost

Production Designer: Adrina Garibian

Stylist: Tiffani Rae

Choreographer: Bonnie McMahan

Editor: Mark Nasser

Original Score: Ron Wasserman

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