While Comfort Inn has high overall awareness, parent company Choice Hotels asked Arnold to use the Internet to communicate the brand’s emotional benefit to potential guests. Arnold devised a series of pre-roll videos to memorably convey the idea that Comfort Inn helps travelers get back to their 'comfort zone'. Since the target audience is down-to-earth and don’t take themselves too seriously, Arnold used short, humorous vignettes that show people in various uncomfortable situations. These squirm-inducing videos make viewers want to click through to the Comfort Inn site to view more videos and spend more time with the brand.