Five years in, accommodation rental marketplace Airbnb has run its first television ad. “Hollywood & Vines,” a four-and-a-half minute conceptual spot about paper airplanes, was composed from user-created Vines submitted in response to a series of plot directions tweeted by Airbnb. The result is a sweet-natured, symbolic short film that isn't an explicit advertisement for the company's services, but an attempt to brand it as thoughtful and creative.

“It’s an initiative to bring our global community together to create something meaningful and relevant to Airbnb’s brand,” said Airbnb spokeswoman Emily Joffrion. “The plot is about learning your place in the world through travel experiences.”

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[via All Things D]