The Drum Awards Festival - Official Deadline

-d -h -min -sec


HostelWorld's banned tombstoning ad makes an edited return with #DipPics social activity


By John McCarthy, Opinion Editor

April 14, 2016 | 2 min read

HostelWorld has launched a new edit of its skinny dippy ad that was last year banned by the Advertising Standards Agency (ASA).

The 'Meet the world’ campaign, from Lucky Generals has also initiated the #DipPics social activity hoping to encourage holiday-goers to share their water based pictures.

Edited out was the scene where a young man tombstones off an elevated rock, prompting complaints last October that it was encouraging dangerous behaviour.

The spot, which aims to solidify Hostel World as the way to travel and meet new people, will run on VOD platforms in UK, Germany, Canada, the US and Australia.

Marek Mossakowski, global head of brand at Hostelworld, said: "Skinny-dipping was a huge success for us last year and helped to boost bookings significantly. So we're having a bit more fun with it - and taking it global - before expanding the campaign with some brand new work. Watch this space."

Helen Calcraft, a founder of Lucky Generals, said: "We deliberately chose the #DipPics hashtag, to generate some conversation, so we're glad to see it's got people talking and sharing - albeit sharing too much, in some cases”.


Content created with:

Lucky Generals

Find out more

More from Hostelworld

View all


Industry insights

View all
Add your own content +