We recognise the effort it takes to plan the perfect trip, but KAYAK firmly believes that travelers don’t need the chaos of 100’s of browser tabs when KAYAK does it for you.

Since KAYAK makes it easy to compare all of your options at once, the objective was to highlight the absurdity of doing things yourself with our trademark wit and humour. It's time to embrace the tools and technology that make our lives easier.

The spot was written as a monologue, but no one wanted the character to speak directly to camera like a spokesperson. The trick, the directors found, was to find a different eye-line or a different audience for the ranting than the camera itself.

In the case of the farmer, they decided to bring in a chicken as her sidekick and have her deliver her first lines to the bird. This little shift not only took some pressure off the dialogue, it also clearly established her as a bit of a wildcard. A madwoman. An unreliable narrator.