# Sweater-Sharing Roomie Ads The KAYAK Roommates Campaign Gets Weirdly Intimate By Meghan Young | Published 2013-01-11 | World Source: Trend Hunter, https://www.trendhunter.com/trends/kayak-roommates-campaign References: [adrants](http://www.adrants.com/2013/01/roommates-get-intimate-in-new-kayak-ad.php) & [kayak](http://www.kayak.com) The KAYAK Roommates campaign shows that this website has such good travel deals, it brings out the weirdness in people. It revolves around a strangely intimate friendship and an oversized sweater. At first the commercial seems innocent as people watch a man typing away at his computer. All of a sudden, something starts to move up his sweater and his roomies’ head appears. Laugh out loud hilarious, the KAYAK Roommates campaign was conceived and executed by Barton F. Graf 9000, an ad agency based in New York City. Wanting to experience Kayak’s Search One And Done service with his friend, the roommate takes advantage of a cozy embrace. Granted, the friend doesn’t appear to mind until the roommate tries to take over the computer to email his girlfriend. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 77% | Activity: 99% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### What's Driving This Trend - **Intimate Advertising:** Opportunity for brands to create marketing campaigns that blur the line between friendship and romantic relationships. - **Humorous Commercials:** The use of comedy in advertising to capture consumer attention and create a memorable brand image. - **Innovative Storytelling:** Brands exploring creative and unconventional ways to tell a story and engage with their audience. ### Who This Affects Most - **Travel and Tourism:** The travel industry can leverage intimate advertising campaigns to showcase unique travel experiences and attract customers. - **Advertising and Marketing:** Opportunity for creative agencies to develop humorous commercials that stand out in a crowded advertising landscape. - **Digital Services:** Companies offering digital services can explore innovative storytelling techniques to differentiate themselves and connect with customers. ## Related on Trend Hunter - [Sleep-Focused Travel Campaigns](https://www.trendhunter.com/trends/in-search-of-sleep.md) - [Vibrantly Comedic Travel Campaigns](https://www.trendhunter.com/trends/bookingyeah-campaign.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Rental App Holiday Campaigns](https://www.trendhunter.com/trends/santastrophe.md) - [Humorous Playful Airline Campaigns](https://www.trendhunter.com/trends/seat-blocker.md) - [Comedic Cruise Spots](https://www.trendhunter.com/trends/its-different-out-here.md) - [Hotel Reward Campaigns](https://www.trendhunter.com/trends/check-into-more.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Airline Highlight Advertisements](https://www.trendhunter.com/trends/spirit-airlines-more-fly.md)