HomeAway Ministry of Detourism

HomeAway Inc., the online vacation-home rentals company, is running a television advertising campaign during the Super Bowl again in 2011, this time introducing is to the Ministry of Detourism. The Ministry of Detourism is a fictional secret government agency with a James Bond feel, focused on saving people’s vacations by showing them the space, privacy and freedom a vacation rental from HomeAway.com can provide. The Ministry monitors vacations everywhere, and has a large test lab facility run by the Minister of Detourism himself (James Dreyfuss). TV ads are supported with digital media, social media and an interactive experience with a strong video sharing component on HomeAway.com, in which viewers insert photos of themselves and/or their properties into a commercial. See more on the Homeaway YouTube channel and Facebook page.

Homeaway Ministry of Detourism

Click on the image below to play the Smush commercial (60 seconds) in YouTube

No longer on the Homeaway Youtube channel: Extended 150 seconds webisode, Hotel Key Card Test, Hotel Noise Test, Value, Traveler Oath.


The campaign was developed at Vendor Inc, Austin, Texas, by art director Clark Evans, strategic planner James Martin, copywriters Jeff Nixon and Joe Shands, agency producer Monique Veillette, director of client services John Stephens, working with Homeaway CEO Brian Sharples.

Filming was shot in a Prague locomotive manufacturing factory by Rocky Morton via MJZ with director of photography Xxx, line producer Nell Jordon, executive producers Jeff Scruton and Marcia Deliberto. Local production support was provided by Unit + Sofa, Prague.

Digital work was produced at B-Reel.

Editors were Jon Grover and Eve Ashwell at Cut & Run with producer Angie Aguilera. Post production was done at The Mill by executive producer Sue Troyan, effects artist Xxx.

Music/Sound Design were produced at Beacon Street Studios by composers Andrew Feltenstein and Jon Nau, producer Andrea Lavezzoli. Audio was mixed at Lime Studios by Rohan Young with producer Jessica Locke.

Click on the image below to play the behind-the-scenes video.

Click on the image below to play the Catch video (featuring CEO Brian Sharples) in YouTube