From dangerous stunts to nude scenes, we’re well familiar with the use of body doubles in films. But the thought of a celebrity spokesperson using body doubles to help promote a travel site’s accommodations was a comedic premise we could take in so many directions. And to do it, we didn’t just hire Tina Fey as a spokesperson, we brought Tina and her writing partner Paula Pell on to craft every joke and nuance within the script to squeeze every drop of humor from Tina’s comedic sensibility.

In a sea of overly serious travel ads, Booking.com has long differentiated itself through wit and humor. Knowing that our primary focus for this campaign was the U.S. market, we wanted someone who would immediately resonate with our American audience and also embody the irreverent tone of the brand. So, when we landed on a concept centered around a spokesperson, we tapped none other than America’s queen of comedy, Tina Fey.

As the head writer and star of Saturday Night Live and creator/star of beloved comedy series 30 Rock, Tina’s dry wit and deprecating humor made her the ideal foil for our narrative. Tina is famous for her comedic versatility. Her knack for creating and playing different characters gave us a rich canvas that our body doubles could stretch in so many different directions. And with the sequel to her hit film Mean Girls releasing just weeks before the Super Bowl, she was as relevant as ever.

To leverage Tina’s cultural influence and celebrity stature to its fullest, we wanted to include celebrity cameos from Tina’s orbit who could serve as rewarding easter eggs for her fans. Jane Krakowski and Jack McBrayer starred in 30 Rock, alongside Tina. In casting Jane as ‘Splurgy Tina’, we reprised her character from the show, delighting 30 Rock fans.

Casting eight-time Oscar-nominated Glenn Close, an actor’s actor, as the last body double was the final twist, a choice so unexpected it would get our audience talking.

There are simply too many amazing accommodations on Booking.com for celebrity spokesperson Tina Fey to promote on her own. So she hires ‘body doubles’ to help her.

As we’re swept from one idyllic location to the next, it becomes clear that there are more Booking.com accommodations than Tina Fey lookalikes and her plan is quickly getting away from her.

We meet a German body builder at a hotel gym (Beast Mode Tina), a sasquatch in a woodsy cabin (Rustic Tina), and even Jane Krakowski in a luxury suite (5-Star Tina). Each body double surprises Tina as much our audience. The film culminates with Glenn Close (Wild Tina) on horseback at a farm stay, announcing that with so many accommodations on Booking.com you can book whoever you want to be.

Online travel booking is one of the most competitive categories, where consumers treat brands interchangeably.

While Booking.com is the category leader in Europe, in the U.S., they follow Expedia and Airbnb. And they are typically thought of for international stays, not domestic hotels or homes, which make up the largest share of American travel.

Our brief was to create preference among American travelers by dramatizing Booking.com’s wide range of domestic accommodations. We had to make this choice meaningful and differentiating despite similar claims from every online travel agent (OTA). And we had to make it so creatively distinctive it would stand out on the world’s largest marketing stage, the Super Bowl.

Late afternoon in the courtyard of a luxurious hotel overlooking the sea. Tina Fey scrolls Booking.com on her phone. She speaks to camera.

TINA: With so many amazing choices on Booking.com there are so many Tina Feys I could be…

Cut over Tina’s shoulder as she scrolls a range of properties on the Booking app. She coyly turns to camera.

TINA: So I hired body doubles to help me out.

Cut back to Tina’s phone. In a seamless glide the app transitions us onto the patio of a sun-dappled party villa, where we find ‘Girls Weekend Tina’ strutting poolside.

GIRLS WEEKEND TINA: Girls Weekend Tina at a Miami Villa!

Whip pan to a group of girls lounging on a dock. They’re all Tinas!

DOCK TINAS (in unison): Hi, Tinaaa!

Cut to ‘Family Tina’ at a breakfast buffet.

FAMILY TINA: Family Tina loves a hotel with breakfast included…

She turns to her daughter, also a Tina lookalike, holding a plate full of pancakes.

FAMILY TINA: Tina you’re allergic to wheat!

Cut to a hotel room aglow with candles and strewn with rose petals. Romantic Tina, steamier than the bubble bath, looks at camera.

ROMANTIC TINA: Romantic Tina booked a cozy suite for two!

In one ill-fated strum of his lyre, her suitor ‘Tino’ turns Romantic Tina right off.

ROMANTIC TINA: And thanks to free cancellations, I can become Non-Committal Tina.

Cut to her finger hitting ‘cancel’ on the Booking app. Pull wide as Romantic Tina disappears in a poof of smoke.

Cut to reveal ‘COOL MOM TINA’ proudly scaling a large coconut tree. She speak intensely to camera…

COOL MOM TINA: Cool Mom Tina loves holiday homes with a view!

Cut to her teenage kids glued to their phones on their balcony of their villa.

COOL MOM TINA: Look at your mother!

Cut to a tight of high heels on a marble floor. Pan up to reveal it’s Jane Krakowski (‘Splurgy Tina’) in a Tina Fey wig and glasses. Shopping bags spill out of her arms.

SPLURGY TINA: Splurgy Tina loves a hotel near Rodeo Drive.

Cut back to O.G. Tina on the patio, now looking slightly concerned.

O.G TINA: Is that my credit card?

Cut to ‘Beast Mode Tina’ a German body builder wearing Tina Fey wig and glasses, engaging in vigorous bicep curls in a fitness studio.

BEAST MODE TINA: BEAST..MODE..TINA..Love..Hotel..Gym..Filter.

Cut to a grand hotel suite where ‘5-Star Tina’ lounges on a bed surrounded by room service.

5-Star Tina: “And the 5-star filter is perfect for 5-star Tina Fey.”

She kicks her heel to a handsome butler, who catches it effortlessly as he gives her a smouldering look.

5-Star Tina (lustfully): Call me Tina!

Cut to a furry hand painting a nature scene on a canvas. Pull wider to reveal ‘Rustic Tina’, a sasquatch in Tina’s glasses sitting in front of a charming cabin in the woods with Jack McBrayer. Rustic Tina grunts gibberish to camera. A subtitle appears.

SUBTITLE: Rustic Tina loves this Wyoming cabin.

JACK MCBRAYER: We love the peace and quiet.

The tranquil scene is interrupted by the sound of cameras snapping photos. Whip pan to reveal two hikers capturing a glimpse of Rustic Tina. Rustic Tina chases after them in a fury.

JACK MCBRAYER: NO! TINA FEY, NO!

Cut back to O.G. Tina on the patio.

O.G. Tina: I feel like the resemblance is slipping a little bit, right?

Transition to a horseback rider galloping in an open field.

Cut to a medium of the rider, ‘Wild Tina’, an older woman donning a Tina Fey wig and glasses.

WILD TINA: Wild Tina booked a farm stay to ride this horse!

Cut to a rear shot of Wild Tina tossing her wig off as she gallops toward a gorgeous farm rental.

Cut back to a stunned O.G Tina.

OG Tina: GLENN CLOSE? My nemesis?!

Not to be upstaged by an 8-time Oscar nominee, Tina books the Texas farm stay.

Cut back to a wigless Glenn Close rearing the horse in all her glory. She speaks to camera.

GLENN: With millions of possibilities….

Cut back to Tina running out of the courtyard. She grabs the waiter carrying a breadbasket.

TINA: Bring the bread. We’re going to Texas!!

Cut back to Glenn mid-sentence.

GLENN: …on Booking.com…

Cut to Tina and the waiter running toward the farmhouse.

GLENN: …you can book whoever you want to be.

Tina tries to cut Glenn off.

TINA: Ok, thank you! That’s my line. I don’t need a body double..for this one.

Cut to a confused Glenn Close.

GLENN: Who are you?

TINA: Oh we have met, Glenn!

SUPER: Book whoever you want to be.

The film closes on a picturesque birds-eye view of the farmhouse.

GLENN VO: Booking.com

TINA VO: Booking.yeah