La Quinta Inns & Suites needed to work a little Monday through Thursday magic. See, their cushy pillow-top beds were chock full of leisure travelers on the weekends, but the weekdays were starting to feel a little lonely…

So, La Quinta was looking to do a lot more business with briefcase-swingin’, Powerpoint-craftin’ Business Guys. Now, as luck (and a beautiful new redesign) would have it, La Quinta has everything the road-savvy Man on a Mission could possibly need to start his day with swagger— cushy pillow-top beds, free speedy wi-fi, sweet HD flat screens and even a free Bright Side Breakfast complete with fluffy waffles.

And do people know what a Business Guy can do when he starts his day with swagger? Huh? Do they?! Well, with a little Fred Willard and a lot of broad comedy, we were all set to show them.

And show them we did. Our spots are getting noticed and driving stays. They’re elevating brand perceptions among the business target with an impressive gain in commitment. And they’re killing norms in brand momentum, leadership, involvement and persuasion, with consumers predicting a new era of improvement and quality for La Quinta. Plus, people got kicked in the butt. What more could you ask for?