Motel 6 is proud to announce that The Richards Group, the brand’s long-time agency of record, has been honored with two Gold Addy Awards by the Dallas AAF: “Best of Show - Television” and Television – Regional/National TV – Single – Services for its 30-second television commercial, Metamorphosis.
The spot, which pays homage to the brand’s history and promise - a clean, comfortable room for the lowest price of any national chain - was created in celebration of Motel 6’s 50th anniversary in 2012. Motel 6 and The Richards Group partnered with production company King & Country to bring to life the concept of a family on a classic American road trip, spanning five decades of Motel 6’s history.
“This was, by far, the most ambitious spot the brand has ever executed,” said Lance Miceli, executive vice president and chief marketing officer for Motel 6. “We wanted something impactful to mark Motel 6’s 50th anniversary and to set the stage for the future direction of the brand.”
Using a combination of visual effects and skilled editing, the teams created a visual journey that takes a family of four from a desert road, riding a 1955 Chevrolet Bel Air Nomad, to a modern-day minivan, pulling into a Motel 6 parking lot. Along the journey, the family’s vehicle, clothes, gadgets and hairstyles swiftly morph, chronologically reflecting the styles and trends corresponding to each decade from 1962 to 2012.
Credits on the project include Chris Smith, Peter Everitt and Sheri Cartwright from The Richards Group. To view Motel 6’s Metamorphosis spot, visit the brand’s YouTube channel, YouTube.com/Motel6.
About Motel 6
Motel 6 offers the lowest price of any national chain at more than 1,100 company-owned and franchised locations throughout the United States and Canada. For 26 years, Motel 6 has used the tagline, “We’ll leave the light on for you®,” earning the chain the highest brand recognition in the economy lodging segment. Motel 6 was the first national pet friendly chain, welcoming pets since 1962. Standard amenities include free local phone calls, Wi-Fi Internet access, no long distance access charges, free morning coffee and expanded cable channel line-up. Most locations offer swimming pools and guest laundry facilities. For more information, visit www.motel6.com.
About G6 Hospitality LLC
G6 Hospitality LLC owns, operates and franchises 1,100 economy lodging locations under the iconic Motel 6 brand and the extended stay Studio 6 brand. Headquartered in Dallas (Carrollton), Texas, G6 Hospitality employs 10,000 team members across the U.S. and Canada.
About The Richards Group
The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Agency clients include the standard-setting brands of 1-800 CONTACTS, Advance Auto Parts, Bridgestone, Chick-fil-A, Chuck E. Cheese’s, Fiat, GameStop, The Home Depot, MetroPCS, Motel 6, Orkin, Pier 1 Imports, Ram Trucks, and TGI Fridays. Total billings for the agency were $1.295 billion in 2012. The Richards Group can be found at richards.com or on Twitter at @RichardsGroup.
Director, Corporate Communications
Media Manager, GolinHarris