By: Christina Park


Expedia continues to prove that pathos sells in advertising.


With the holiday season slowly but surely rolling in, many emotions seem to be up in the air—happiness, cheerfulness, liveliness, and even sadness. This story, about a warm friendship between cancer survivor Maggie Cupit and a young friend named Odie, certainly stirs up many emotions. Maggie’s long, painful, yet inspirational journey is told in Expedia’s latest “Find yours” campaign. In this three minute heart-wrenching video, you will find yourself both smiling and crying. Expedia desires to illustrate through this story that every trip is unique and deserves to be heard.


Some may say that this commercial is exploitative, but it’s a story that deserves to be heard by as many people as possible. Expedia has partnered with St. Jude’s hospital and is planning to match St. Jude’s donations up to $250,000. Not only is this an effort on behalf of Expedia and St. Jude’s to brand their images, but a great opportunity to raise awareness on the many times forgotten cancer issue in today’s society.


You can find Maggie’s personal story on Odie here:




Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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