Singer songwriter and all-round diva Mariah Carey has been named as the star of Hostelworld’s latest campaign, joining the likes of 50 Cent, Charlie Sheen and Chris Eubank in the roll call of unexpected celebs to front the travel brand.
Created for online and PR, the three-minute spot sees Carey arrive at an unnamed hostel flanked by her entourage. It transpires that one of her assistants booked the stay by mistake – however the star soon discovers the hostel experience is not as grim as she might have expected.
The spot ends with Carey putting on an impromptu performance of Fantasy in the bar, complete with doves, sequins and a desk fan doubling as a wind machine. The end line reads: ‘Even divas are believers’.
The ad was created by Lucky Generals, which has worked with the brand since 2014, and directed by Blink’s Nick Ball.
“Many people still don’t realise just how much hostels have changed over the past decade,” said Marek Mossakowski, global head of brand at Hostelworld. “Now they’ve got all the facilities you’d expect from expensive accommodation, but with at an affordable price and with a ready-made community of likeminded travellers to share experiences with.
“Even people with the highest standards can become hostel believers – and divas don’t come any bigger than Mariah Carey."