Forget 'da club', Hostelworld's latest campaign takes rap superstar 50 Cent to 'da hostel', as part of the brand's ongoing 'Meet the World' campaign.
The irreverent travel group's 'In Da Hostel with 50 Cent' spot takes the crown for ad of the day thanks to a three-minute long film parodying MTV's noughties series Cribs.
Created by Lucky Generals the spot sees the musician, or Fiddy as he's known in some circles, hanging out in a trendy Barcelona hotel to show how far hostels have progressed over the years.
Playing on the 'Candy Shop' rapper's reputation for all things luxurious, the ad is running under the stapline 'All the bling without the sting'. The film has been shot Cribs-style with 50 Cent directly addressing the viewer as cutaways reveal the anesthetics of the hostel.
Reviewing the form dorms and crisp linen bedding ("fresh and clean, yo"), Fiddy also reveals what he keeps in his saftey deposit box and explains: “They got mad tight security here too wid these personal lockers, so you can keep all your valuables locked and loaded."
The hip-hop-soundtracked campaign also sees 50 showing off the community vibes of the hostel, along with the enticing facilities from a roof-top pool to a lounge area equipped with some "dope ass books, a bean bag and other shiz."
Hostelworld's chief marketing officer Otto Rosenberger, said the brand was happy to have converted the hip-hop artist into a hosteller.
"He’s found the best way to live like a millionaire without having to part with crazy amounts of money in the process, which means he can live it up in private rooms, cool off in swimming pools and let loose at the bar without any breaking the bank," he added.
Danny Brooke-Taylor, founder, Lucky Generals, commented: “50 Cent is used to living in the lap of luxury, so who better to communicate the simple fact that modern hostels have changed beyond belief over the years, than 50 himself.”
The campaign follows on from the brand's popular ‘Youth Hostelling with Chris Eubank’ push, which paid homage to a popular Alan Partridge joke.
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