InterContinental Hotels Group (IHG) this week debuted its latest brand campaign for Holiday Inn Express. As part of the brand’s long-running Stay Smart campaign, the new “Be the Readiest” spots bring back actor and comedian Rob Riggle, Official Creative Director and “Champion of the Readiest.” In addition, the spots feature user-generated videos mined from the web by Jukin Media. Led by creative agency Ogilvy & Mather, the ads will debut on national TV in May and air in tandem with digital and social content.

Jukin Media uses proprietary technology and a highly-trained global research staff to discover and clear the world’s best viral-style videos. With millions of followers across its social channels, the company curates and produces video that generate more than 1.5 billion views per month. Jukin combed its video library and the broader social web to identify videos for the “Be the Readiest” campaign targeted at millennial business and leisure travelers.

Jennifer Gribble, vice president of Holiday Inn Express, Staybridge Suites, and Candlewood Suites brands in the Americas, commented: “We are excited to partner with Jukin Media to bring The Readiest campaign to life in a fun and creative way through these entertaining user-generated video compilations. This is a content led strategy, and the content in this campaign reflects the spirit of our guests. With energizing breakfast offerings, Keurig K130 coffee brewers in-every guest room and a guaranteed great night’s sleep, Holiday Inn Express helps our guests Be The Readiest for where ever their day takes them.”

“We are also excited to bring Rob Riggle back this year, expanding his role to Champion of the Readiest,” Gribble continued. “When Rob first joined the Holiday Inn Express team as Creative Director and Breakfast Excellence Honcho in 2015, he upgraded breakfast with one-touch pancakes, hot and ready in 60 seconds, and, in 2016, he was back to introduce one-touch Keurig Coffee brewers in every Holiday Inn Express hotel room. Over the past two years, Rob has played an integral role in elevating the Holiday Inn Express guest experience from ready to the readiest and we are thrilled he is back on board as our Champion of the Readiest.”

Riggle also introduced the all-breakfast emoji keyboard and Pancake Selfie Express mobile truck tour featuring laser-printed selfie pancakes, and will soon unveil the brand’s new egg white omelet and “better than ever” pancake flavor for 2017.