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Hyatt pushes for acceptance and inclusion in spot that will debut during Oscars

Hyatt is kicking off a new global campaign this weekend with a 30-second spot that will air during the Academy Awards on Sunday.

The ad, which marks the first time in nearly a decade that the hotel company is advertising the overarching “Hyatt” name in a television spot rather than one of its individual brands, is centered around the idea that travelers should embrace and try to understand the different cultures they visit rather than be fearful of them.

Set to a rendition of “What the World Needs Now is Love” sung by Andra Day, the ad shows different instances where people let their guards down so they can enjoy the new people and experiences around them. For example, in one scenario, a man visiting Thailand ends up bonding with a Thai food stand worker after trying a few samples that he was at first skeptical of. Created by MullenLowe, the spot will air internationally throughout 2017 with a focus on the US, China and India.

Hyatt is the latest in a string of travel brands to promote a message of acceptance in today’s politically contentious environment. During Donald Trump’s presidential inauguration, Expedia aired a spot called “Train” that featured a woman traveling the world and immersing herself in new cultures. At the Super Bowl earlier this month, Airbnb garnered buzz for its “#WeAccept” spot that indirectly criticized President Trump’s travel ban.

Hyatt’s is using its latest spot to launch a new global brand platform as well. Called “World of Hyatt,” the positioning is “grounded in the simple idea that a little understanding goes a long way,” according to the company.

“World of Hyatt is an expression of who we are,” said Mark Hoplamazian, president and chief executive officer of Hyatt Hotels Corporation, in a statement. “It’s a platform powered by our purpose – caring for people so they can be their best – and it inspires how we engage with guests, interact with colleagues and owners, and operate our business. Importantly, it’s designed to deepen our relationship with our community beyond traditional hotel stays.”