Barceló Resorts needed a way to make their "Book Early & Save Up to 35%" offer stand out. So, we introduced Earl Lee, a man who gets over-the-top perks at the resort—not because he's special, but because he booked early. Played by comedian Henry Cho, Earl Lee lounges in luxury, sipping cocktails, enjoying VIP treatment, and getting a little toocomfortable with his five-star privileges.
The campaign extended beyond TV, rolling into print and social, using Earl Lee’s laid-back, quirky persona to reinforce the message. Whether it was a print ad featuring Earl Lee basking in the perks of early booking or a social post with his signature Southern charm, every piece made it clear: The earlier you book, the more you save—up to 35%. You don’t have to be Earl Lee to get all this fancy stuff. You just have to book early.
Let me know when you're ready to start concepting print and social extensions to match the campaign!
Barceló Resorts:
The Benefits of Booking Earl-Lee
Who better to showcase the perks of booking early than Earl Lee? And who better to bring him to life than Henry Cho, the longtime comedian and actor known for his unexpected blend of cultures—an Asian American with a Texas drawl. His delivery makes the punchline land effortlessly: “You don’t have to be Earl Lee to get all this fancy stuff. You just have to book early.”
This spot leans into playful, unexpected contrasts—the kind that make people stop, smile, and remember the message. The sophisticated luxury of Barceló Resorts meets the folksy charm of Earl Lee, creating something delightfully offbeat yet completely natural. It’s a reminder that great travel deals aren’t about who you are, they’re about when you book.
