Expedia's 'Find Your Understanding'

With the importance of the Supreme Court’s pending decision on DOMA and Proposition 8, Expedia is releasing its  "Find Your Understanding," ad about same-sex marriage from agency of record 180LA, on television for the first time starting Thursday, June 6th. The online video, which debuted last October became a discussion piece throughout the media, featured on NPR, HuffingtonPost, and others and garnered over 2.5 million views on YouTube. The film follows a father's journey, both literal and figurative as he confronts hisconflicting emotions around his lesbian daughter's same-sex marriage. Through this trip to her wedding, he ultimately finds his understanding.

 
In February, the ad was selected as one of TED's Ads Worth Spreading, honored at the global conference, an initiative established to elevate advertising that seeks to do public good. To that end, "Find Your Understanding" actually assisted in granting Nikki the legal adoption of Jill's son, Adler, as their marriage was not recognized as legal by the courts in California at the time of his birth.

 
Now the spot arrives to television, launching on several cable channels including CNN, Bravo, History, Logo, A&E, H2, and Ovation. With the broader audience, Expedia has succeeded in making a bold statement during an important time for LGBT rights, as the Supreme Court decision on DOMA is just around the corner, and the celebration of Gay Pride Month is in full swing.

 
"When done right, an ad can truly have a lasting positive impact on the world," 180LA Executive Creative Director William Gelner explains. "In hopes of doing just that, our three minute film airs before the Supreme Court rules on the issue of same sex marriage."
 

The spot is part of Expedia's "Find Yours" campaign, which aims to highlight the transformative nature of travel by sharing real-life stories of travelers' journeys. Expedia's brandplatform carries over in this latest effort, bringing this three-minute film to television, a rarity in light of most 30-second spots. Placed by TargetCastMedia, the spot will air starting Thursday, June 6th. Be sure to check it out tonight during Anderson Cooper on CNN, Life Below Zero on National Geographic, and at various times on A&E, Bravo, CNN, H2, History Channel, Logo, MSNBC, National Geographic, and Ovation from June 6-8.
 

CREDIT LIST

Campaign: Find Yours
Spot: Find Your Understanding
Agency:  180LA
Client:  Expedia
 
Agency: 180LA
Executive Creative Director:  William Gelner
Creative Directors:   Gavin Milner & Grant Holland
Copywriter: Mike Burdick    
Art Director: Mike Bokman
Executive Producer/ Managing Partner: Peter Cline
Senior Producer: Lorraine Kraus 
Director of Client Services: Chad Bettor    
Account Manager:  Brooke Stites
Account Coordinator: Sarah Lynch
Business Affairs: Nestor Gandia

Research
Research: Aine Carey

Production
Production Co.:  Uber Content
Director:   Eliot Rausch
2nd Unit Director/DP:  Ed David
Executive Producer: Preston Lee
Line Producer: Steve Jordan

Editorial 
Editorial Company: Rock Paper Scissors
Editor: Gabriel Britz
Executive Producer:   Carol Lynn Weaver
Post Producer: Cassie Hulen
Assistant Editor: Ko Massiah
 
Completion/Special Effects
Colorist: Nick Alexander
Transfer Facility: Speedmedia
Online/VFX: Speedmedia
VFX Supervisor: Nick Alexander
Flame Artist Assistant:   Aly Parmelee
Producer:   Adam Buchanen
 
VO Casting/ Recording / Mix
Final Mix: Eleven Sound
Mixer: Jeff Payne

Music/Sound Design 
Music Co: 386 Music-Adam Taylor

Client Credits
VP and General Manager: Joe Megibow
Sr. Director, Brand Marketing: Vic Walia