Riggle is Back for Holiday Inn Express Breakfast
You may already have noticed a familiar, funny face on television.
On May 2 IHG’s Holiday Inn Express brand debuted its latest creative featuring Creative Director, actor/comedian Rob Riggle, for the next evolution of the long-running Stay Smart campaign. This year, the brand has brought Riggle back as Champion of the Readiest in humorous spots that demonstrate how Holiday Inn Express hotels help guests Be the Readiest.
The spots, concepted by lead creative agency Ogilvy & Mather, run through May 22. As part of Riggle’s “official” role and his ongoing love affair with breakfast (he is the mind behind the industry-first all-breakfast emoji keyboard and Pancake Selfie Express mobile truck tour featuring laser-printed selfie pancakes), he also introduces the brand’s new egg white omelet and improved pancake flavor this year, and will tease more exciting breakfast innovation to come.
The new spots air in tandem with digital and social content featuring viral, user-generated videos as part of the brand’s collaboration with the innovative Jukin Media. The entertaining vignettes leverage UGC to show how the brand helps its guests go from ready to the readiest.