What Commercial Is Tina Fey In?
Exploring her starring roles in major ad campaigns
(By Carmichael Phillip)
One of the most prominent commercials Tina Fey stars in is Booking.com’s 2024 campaign titled “Book Whoever You Want to Be.” The centerpiece is a Super Bowl–premiering spot in which Fey contemplates all the different “versions” of herself she could become through travel choices. Booking.com itself describes it as part of their “Booking.yeah” campaign, emphasizing that travelers can shape their travel identity.
In the ad, Fey says, “With so many choices on Booking.com, there are so many Tina Feys I could be.” She hires a team of body doubles (dubbed “Body Devils”) to enact alternate Tinas: “Splurgy Tina” for luxe hotel stays, “Rustic Tina” for cabins, and “Wild Tina” (played by Glenn Close) for rural escapades. Fey reacts in comedic astonishment when she sees Close in a Tina wig, exclaiming, “Glenn Close?” and then quipping, “That’s my line!”
Booking.com’s press release confirms that this campaign includes multiple versions (15- and 30-second edits) such as “Sasquatch Tina books a cabin” and “Influencer Tina books a boutique hotel.”
This commercial is now one of the signature ad appearances of Fey, mixing humor, celebrity cameos (Jane Krakowski, Jack McBrayer, Glenn Close) and the brand’s message about travel identity.
Other Booking.com Spots Featuring Tina Fey
In addition to the Super Bowl mega-spot, Booking.com rolled out several variations and shorter versions as part of the same “Book Whoever You Want to Be” campaign. The campaign spans multiple :30 and :15 second cuts.
For instance, iSpot lists a 15-second TV commercial titled “Tina Fey Books Whoever She Wants to Be: Indoorsy.”
These shorter forms retain the same conceit — Fey exploring multiple personas via travel — but in more compact storytelling. The campaign leverages these edits across TV, streaming, social, and digital placements.
Thus, beyond the flagship Super Bowl ad, Fey’s presence pervades Booking.com’s broader 2024 campaign deployment.
Why Booking.com Chose Tina Fey for Their Campaign
Booking.com’s selection of Tina Fey was strategic. The brand sought a personality who can blend comedic appeal, relatability, and a bit of meta self-awareness. Fey’s reputation as a witty, clever performer allows the campaign’s conceit — multiple versions of oneself — to land with both humor and resonance.
From Booking.com’s side, the campaign emphasizes not only places to stay, but the idea of who you become while traveling. As their release says: “the joy of booking extends beyond choosing a place, rather imagining the person you could become once you get there.”
Additionally, the involvement of high-profile cameos (Glenn Close, Jane Krakowski, Jack McBrayer) supports the “larger-than-life” feel of the concept, reinforcing that the campaign is playful, star-driven, and memorable.
In short: Tina Fey brings comedic credibility, audience connection, and flexibility to the central conceit of the ad — all vital elements for a campaign centered on personas and identity.
Public and Media Response to Fey’s Commercials
Media outlets quickly spotlighted the Booking.com ad featuring Fey, noting both the reunion with 30 Rock co-stars and Glenn Close’s surprising cameo. Entertainment Weekly frames the ad as a reunion plus comedic reveal: Fey, Krakowski, and McBrayer are back together in a surprise commercial, and viewers get the twist of Glenn Close in Tina drag.
People magazine covers how Fey hires “body doubles” as alter egos, and how “Wild Tina” as Glenn Close becomes a memorable moment.
In advertising trade media (e.g. Hotel Dive), analysts view the campaign as part of Booking.com’s effort to differentiate itself through emotional storytelling about personas, rather than just competing on lodging options.
On social platforms and in comment sections, the Fey ad has generated curiosity and amusement, especially over the Glenn Close twist. Many fans discuss “which Tina is your travel self,” or express surprise at spotting Close in the ad.
Overall, the reception leans positive: the campaign is praised for its creativity, star power, and narrative so that the commercial feels less like a standard ad and more like a mini sketch.
Conclusion
If someone asks, “What commercial is Tina Fey in?” the best-known answer is Booking.com’s 2024 “Book Whoever You Want to Be” campaign. In that campaign, she appears in a Super Bowl ad and multiple variants thereof. She plays the central figure with body doubles enacting alternate versions of herself, and the campaign leverages her comedic instincts, celebrity cachet, and ability to blend self-aware humor with brand messaging.
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