Lucky Generals hosts 50 Cent at Hostelworld

Will this be the year of Lucky Generals?

The newbie agency has made quite an impact in London over the past couple of years but there comes a point at which you have to do big campaigns for big brands.

Last year the agency won Twitter, but we haven’t seen much yet, and last week won Premier Inn, famous for its Lenny Henry campaign. It has Pot Noodles from Unilever and Paddy Power already in the bag.

Another one is Hostelworld, hardly a megabrand on the surface but one that seems to find regular advertising with the Luckys profitable.

This time up it’s rapper 50 Cent, no less, enjoying Hostelworld’s facilities in Barcelona – “the bling without the sting.”

It won’t be troubling awards juries but it’s a clever piece of marketing – genuinely surprising to see 50 Cent in what look like attractive, good value surroundings – and is a good example of one way to use the internet: the guided tour.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.