• by Fern Siegel , March 3, 2026

Rethink has launched its first work for Kayak since being named lead creative agency last year.

Kayak's new global platform – “Got That Right” – runs in North America across TV, CTV, online video, digital channels (including OOH and audio), and social.

The creative is aimed at travelers 25-45, noting the anxiety and stress that come with booking a trip.

“Travel advertising has traditionally sold the fantasy of the destination, but we were more interested in the reality of the decision,” Tara Lawall, chief creative officer of Rethink’s New York Office told Agency Daily. “We saw an opportunity for Kayak to step into that tension and own it. The campaign is built around a powerful emotional payoff: relief. That’s what we wanted to dramatize in a way that feels modern, relatable and genuinely funny.”

The work is anchored by two 30-second spots, "Big trip. Small screen" and "Momfluencer." Supporting 15-second vignettes "Phone Freedom" and "Celebration" run on social media.

“For today’s traveler, information overload isn't a benefit – it’s an obstacle. The strategy for this campaign leans into that friction,” added Carolina Montenegro, SVP of global brand marketing at Kayak. “We’re speaking to anyone second-guessing themselves when it comes to travel, positioning Kayak as the definitive tool that turns booking anxiety into total confidence.”

Rethink's creative roster also includes Ikea, Molson Coors, Heinz and Uber Eats.