Who’s in the Booking.com commercial with Tina Fey?
Reuniting the Liz Lemon squad and a surprise cameo — who joins Tina Fey in the latest travel ad?
(By Javier Guerra)
Booking.com’s 2024 Super Bowl ad generated buzz not just for its catchy tagline and humor, but for its star-studded cast. As Tina Fey’s alter-egos roam through luxury hotels, rustic cabins, and farm stays, viewers quickly realized it wasn’t just her on screen. But who else joined the “Book whoever you want to be” adventure? Let’s dive in.
The premise: Tina Fey multiplies herself
“With so many choices on Booking.com, there are so many Tina Feys I could be,” Fey declares as she scrolls through getaway options in the ad. From there, the commercial morphs into a whirlwind of vacation “personas”—each brought to life with trademark humor and over-the-top flair.
Splurgy Tina: Jane Krakowski returns
Stepping into the spotlight first is Jane Krakowski, who reprises her 30 Rock partnership with Fey as “Splurgy Tina.” Dressed to the nines in a luxurious hotel setting, she lavishly enjoys Rodeo Drive-style indulgence.
A Booking.com press release confirms Krakowski’s role alongside Fey. Entertainment Weekly emphasized the reunion, writing, “Jane Krakowski as ‘Splurgy Tina’ and Kenneth a.k.a. Jack McBrayer as ‘Rustic Tina’”.
Rustic Tina: Jack McBrayer makes the cut
Next we see Jack McBrayer, yet another 30 Rock alum, portraying “Rustic Tina” in a Wyoming cabin. Sporting a gentle demeanor, he paints quietly in the woods while gazing out at nature—channeling a back-to-basics travel experience.
Their return marks the first crossover of multiple 30 Rock cast members since the show’s 2013 finale.
Wild Tina: Glenn Close steals the scene
Finally, the ad flips expectations by introducing Glenn Close as “Wild Tina”—the persona who tackles farm life and horseback riding with comedic intensity. In a moment of meta humor, Fey responds: “Glenn Close?!” before Close, in Tina drag, quips, “That’s my line!”.
Entertainment Weekly lauds the cameo, citing Close’s role: “the confusion involving Close in a Tina Fey wig is part of the joke”.
A reunion in service of a message
By reuniting Fey with Krakowski and McBrayer, Booking.com taps into a nostalgia-fueled genius move—reviving a dynamic trio long after 30 Rock ended. The surprise inclusion of Close adds varying comedic tone and star power to the mix.
As Skift observed, the ad reinforces Booking.com’s U.S. expansion strategy—anchoring itself with beloved faces from classic American comedy.
Digging deeper: Production details and agencies
Booking.com collaborated with Zulu Alpha Kilo and Mindshare to craft the campaign, which launched during Super Bowl LVIII on February 11, 2024. Multiple ad slots—15- and 30-second versions—were deployed across TV, streaming, and online platforms.
Quotes from Booking.com & cast
Fey sets the tone:
“With so many choices on Booking.com, there are so many Tina Feys I could be”.
Zulu Alpha Kilo’s creative director Dan Cummings spotlighted the campaign goal: “to make sure millions of Americans know they can find the right stay for them… delightful and entertaining.”
Booking.com emphasized the playfulness behind travel—endorsing exploration of alter-egos and identities via choice.
Audience response and cultural impact
The ad has struck a chord—online buzz centered on the nostalgia of 30 Rock reunions and the surprise factor of Close’s cameo. TIME magazine named the spot one of the “Most Adventurous” of Super Bowl LVIII, emphasizing its standout roles.
Reunions often spark affection and interest—and this spot delivered both: it connected emotionally while reinforcing Booking.com’s tagline, “Booking.yeah.”
Why the casting worked
Authenticity: Beloved ensemble from a show built on friendship and humor.
Versatility: From luxury to rustic to wild—anchors Booking.com’s “who you want to be” theme.
Surprise element: Few expected Classic Hollywood icon Glenn Close to enter Tina’s vacay pack.
Memorability: A concept that transcends vacation planning—it’s about identity.
Booking.com’s evolving star strategy
Booking.com’s Super Bowl strategy has leveraged celebrity power steadily:
2022: Idris Elba as the suave globetrotter.
2023: Melissa McCarthy as the relatable wanderer “somewhere, anywhere”.
2024: Stars reuniting comedy faves; making the imaginative leap from celebrities to selves.
2025: A pivot—introducing The Muppets to widen appeal and cement its playful universal brand.
Behind the scenes: vibe and production
The ad’s seamless transitions—from Calgary’s red carpet flair to cabin life to barnyard galloping—required tight direction and an ensemble with quick chemistry. Online reports emphasize how Krakowski and McBrayer’s 30 Rock experience translated into natural on-screen siblings-in-alter-egos.
Takeaways: What this means for travel branding
Identity sells: Consumers want emotional connections, not just bookings.
Ensemble power: Nostalgia mixed with fresh branding yields deeper engagement.
Entertainment-first marketing: Ads can be destinations themselves.
Adaptive strategy: Booking.com successfully moves from celebrity front-liners to collective personas.
Final thoughts: It’s more than just Tina
From the 30 Rock-infused delight of Krakowski and McBrayer to the unexpected presence of Glenn Close, Booking.com’s 2024 ad is a master class in smart casting and emotional storytelling. It’s not only a promotion for travel—it’s a celebration of choice, identity, and the most whimsical version of ourselves we can bring on vacation.
So yes—Tina Fey books whoever she wants to be. And in that ensemble of selves, we see a bit of ourselves too.
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