Holiday Inn had a serious problem.  They had created a sub-brand called Holiday Inn Express that had nothing to do with speed.  It was essentially a Holiday Inn, except without a restaurant, room service or large meeting rooms.  It had everything the frugal business traveler wanted and nothing he didn't.  It was...smart.  A smart place to stay on the road. Except no one really understood what the difference between the two brands was.

My art director partner, Mike Fetrow, and I created the original "Stay Smart" campaign in 1996.  Since then, it has gone on to become the longest-running, most successful ad campaign in the hotel industry.  

Over the years, nearly every creative team at Fallon was able to work on the account, creating more than 35 commercials.  The expression, used in every spot, "No, but I did stay at a Holiday Inn Express last night," has become an enduring piece of pop culture.  After 14 years, the campaign was shelved, only to return 2 years later using the exact same convention.

It continues to run today.