An Amsterdam-based travel site is looking to make a bigger name for itself in the U.S. with an estimated $35 million ad campaign that makes "booking" sound like a dirty word.
The campaign, via Wieden + Kennedy, Amsterdam, seeks to illustrate the feeling you get when you've booked well -- especially when your friends and family are depending on you. The 60-second ad above shows various travelers experiencing that moment and presents a new use of the word "booking," as in "You've got it booking right" and "It doesn't get any booking better than this."