50 Cent stars in Hostelworld ad spoof of MTV Cribs

Campaign goes behind the scenes of Hostelworld's new ad starring rapper 50 Cent, launched today as part of the brand's "Meet the world" campaign.

"In da hostel with 50 Cent" is a three-minute parody of the noughties MTV series Cribs, which saw celebrities giving tours of their opulent Hollywood mansions.

The online ad, created by Lucky Generals, features 50 Cent (Curtis James Jackson III) enjoying a day in a Barcelona hostel and making the most of the features the accomodation has to offer, such as a rooftop bar and a plush balcony. 

The film shows 50 Cent hi-fiving other hostel guests as he shows the viewer around the building, including a tour of the dorm rooms and sniffing the crisp linen bedsheets which he declares are "fresh and clean, yo". 

Playing off 50 Cent’s reputation for loving all things luxurious, the film uses the tagline: "All the bling without the sting".

Campaign caught up with Hostelworld's chief marketing officer, Ottokar Rosenberger, as well as Lucky Generals' founding partners, Helen Calcraft and Andy Nairn, about the inspiration behind the ad, and why 50 Cent was the perfect fit.

The film was directed by Barry Bangs through Smuggler. Media planning was done in-house by Hostelworld with the film being seeded on 50 Cent’s social media channels.

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