• In the News

    Ok, so maybe we didn't realize the gnome would be so iconic

    September 29, 2008 Ad Age

    Here at AdReview, the nominee [for the Advertising Walk of Fame] that caught our attention was the Travelocity Gnome, the 4.5-year-old ceramic symbol of peripateticism who has fronted the online travel service through skyrocketing growth. We don't care whether he ever gets a bronze star on the sidewalk (once again, he's pretend), but he has won three EFFIES. Thus did his failed nomination rudely remind us how skeptical – and dismissive – of him we were when he first appeared in January 2004.

    Expedia, Travelocity and Orbitz can duel over marginal brand benefits, but clearly the stupid little garden gnome, with his little plaster tongue in his little plaster cheek, made Travelocity stand out in the crowd.

    We are long since on the record as saying we don't care what gets stolen from whom if no law is broken and the brand benefits. The expropriation of the traveling lawn ornament is, in that respect, quintessential. All of this is to say, considering the revenue generated to Travelocity by McKinney's campaign, sometimes it is best to pay us no heed.

    Sometimes we're just quibbling while a gnome earns.