For its TV advertising debut, Airbnb has skipped the traditional 30-second spot in favor of a four-and-a-half-minute video that cost the company nothing to run on the Sundance Channel. The ad focuses on the journey of paper airplanes and is made up of six-second Vine clips that were provided by the company's Twitter followers. The ad, developed with Mullen and B-Reel Productions, was viewed by Sundance Channel as more of a creative film than an ad, said Airbnb spokeswoman Emily Joffrion.
Airbnb arrives on TV with creative Vine compilation
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