Airbnb is moving to a value-based strategy for a new campaign that looks at human kindness.
The first ad will air during the presentation of an ESPY award to Caitlyn Jenner on Wednesday night.
The new campaign challenges the seeming unkindness of mankind by encouraging the public to see others' points of view, tastes, and dreams and asks, "Is Mankind?"
It links to Airbnb in a more subtle way than earlier ads but suggests that eating at someone’s table or sleeping in their bed is a way to share someone else's world.
The first ad will debut during ESPN’s sports award show this week, when Olympian Caitlyn Jenner will receive an ESPY bravery award. A special ad creative will be used, which ends by asking viewers to "find out how kind the women, men and trans of our mankind can be."
Airbnb CMO Jonathan Mildenhall said the change in strategy is important for the company, which wants to stand for more than purely being a travel brand.
"It is a campaign that doesn’t get into product or experience. It’s about values that we believe in. We believe people will want to travel and open up their home as it will draw people into the community; it is a set of values no travel or tech brand has," he said.
This article first appeared on Marketing.