Tina Fey is going to the Super Bowl — in a new Booking.com spot for the travel site.

The ad campaign — "Book Whoever You Want To Be" — features the comedic actor-producer in the brand's latest work. Melissa McCarthy was the focus of Booking.com's spot for the 2023 game. The company said her "Somewhere, Anywhere" spot was the most viewed ad of the game on YouTube last year, with 108 million views. Idris Elba starred in Booking's 2022 ads.

The current creative is by the Zulu Alpha Kilo agency. Mindshare is managing media strategy and planning.

The Tina Fey spots highlight the desire of travelers to explore difference personas when they travel. To represent changing personalities and the variety of Booking.com options, Glenn Close, Jane Krakowsi and Jack McBrayer appear in cameos.

The integrated campaign will run across TV, audio streaming, online and social channels. The campaign includes both 15-second and 30-second spots, including the Super Bowl's "Tina Fey books whoever she wants to be."

Other ads include "Sasquatch Tina Fey books a cabin" and "Influencer Tina Fey books a boutique hotel.”

Booking's campaign dovetails with a company survey that found 50% of Americans say they have a travel alter-ego. Each trip allows people to present a different aspect of themselves.

"While we take our business seriously, we don't take ourselves too seriously at Booking.com, which led to a great creative collaboration with Tina, whose comedic humility is what makes her such an iconic figure that aligns with our values as a trustee brand with a knack for laughing at ourselves. Travel is supposed to be fun," the company told Agency Daily.

Zulu Alpha Kilo's roster includes Pfaff Harley-Davidson, Splash Spots, Tim Horton and Cineplex.