Mr. T. pities fools, guarantees nice hotel stay

Fairfield Inn & Suites and mcgarrybowen bring back A Team star for a series of short films

Pity the poor hotel marketer: How many ways are left to show that your customer service is better than the other guy’s? Currently, Sheraton is criticizing other hotels for spending too much on advertising and not enough on hospitality, and Hyatt Regency is telling consumers "It’s good not to be home."

Give credit to Fairfield Inn & Suites for trying something different. A campaign breaking today, courtesy of mccarrybowen, Chicago, stars Mr. T as — wait for it — Mr. Guaran-T. It’s his job to enforce the Fairfield 100% guarantee, a promise that if something goes wrong, hotel staff will make it right. The campaign includes a nearly 4-minute scripted film in which Mr. T. trains as a Fairfield employee; a 1-minute spot of Mr. T. surprising real Fairfield guests; and a 2-minute, behind-the-scenes look at the making of the other spots.


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free