Expedia and Mattel announced a year-long partnership positioning fashion doll Ken as the travel company’s brand ambassador, launching with a Super Bowl LX commercial airing February 8. The campaign celebrates Ken’s 65th anniversary and debuts Expedia’s new brand platform, “The One Place You Go to Go Places.”

According to the announcement, the Super Bowl spot, titled “Going Places with Ken,” will run in pre and post-game placements in the U.S., with a 30-second spot during the game in Canada and a 20-second spot in Mexico. The ad shows Ken traveling to Italy, Japan, and Mexico City, demonstrating Expedia’s booking platform for first-time travelers.

BUCK produced the campaign in collaboration with stop-motion studio Bix Pix, working with Expedia and Mattel’s in-house creative teams. The production shoot in Los Angeles used real Ken dolls and handcrafted props, employing stop-motion photography and traditional techniques dating to the 1890s, according to Travel and Leisure.

Social Media Activation and Sweepstakes

On February 8 at 6:30 p.m. ET, Ken will participate in an interactive Q&A on Expedia’s Threads account, with Mattel’s account managing responses. Expedia will launch a sweepstakes awarding 65 prizes of $1,000 in OneKeyCash to One Key program members who are legal U.S., Canadian, or Mexican residents aged 18 and older.

“Expedia quickly spotted Ken’s rising appeal and cast him for his big game debut,” said Mahta Eghbali, Vice President of Strategic Alliances & Partnerships at Mattel. “Ken isn’t just relevant; he is premium talent with the presence, range, and reach to inspire fans across generations.”

The campaign will extend across Instagram, TikTok, and Facebook throughout 2026.

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