Travelocity's TV/Video Advertising

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Travelocity Advertisement Campaigns 2004-2005

The TV/video commercials released by Travelocity during 2004-2005, post-Roaming Gnome campaign include Travelocity — The Roaming Gnome — Stinky Cheese, Travelocity — Wandering Gnome — Kiss, Travelocity — Wandering Gnome — Denouncer 2, and Travelocity — Wandering Gnome — Go Together. The complete detailing of the requested information can be found in the attached spreadsheet.

1) Stinky Cheese

  • Name of Travelocity's TV/video commercials: Travelocity — The Roaming Gnome — Stinky Cheese.
  • Air date: 4th of March, 2004.
  • Transcript of the TV/video spot text: "I am traveling lightly. I am into the Carribean, I am vertically cliff diving in Mexico, I love something of a cheese chorizo, I love stinky cheese, a classiest, pungent, stinky piece of cheese. Book with Travelocity. Do not forget your hat."
  • Link to the TV/video commercial: here.

2) Kiss

  • Name of Travelocity's TV/video commercials: Travelocity — Wandering Gnome — Kiss.
  • Air date: 15th of December, 2004.
  • Transcript of the TV/video spot text: "So my members, it seems that the wedding holiday getaway is coming to an end. Do thank Travelocity for me. That's the spirit champ. Giver her a Kiss. You are not invisible you know. Oh my goodness! Hello Travelocity, we need to take a later flight. Change of plans? 24X7 customer service. Book with Travelocity and you will never roam alone."
  • Link to the TV/video commercial: here.

3) Denouncer — 2

  • Name of Travelocity's TV/video commercials: Travelocity — Wandering Gnome — Denouncer — 2.
  • Air date: 14th of February, 2005.
  • Transcript of the TV/video spot text: "Travelocity presents the Roaming Genome, Denouncer of Travel Myths. Our first myth: Its hard work to find the best airfare. Not true with Travelocity. Just search once and if there is a lower fare to a different airport or on a different date they will show you. Myth No 2: American Appliances do not work in Europe. Oh, grow up! Ahhh! Always find the lowest fare. Book with Travelocity and you will never roam alone."
  • Link to the TV/video commercial: here.

4) Go Together

  • Name of Travelocity's TV/video commercials: Travelocity — Wandering Gnome — Go Together.
  • Air date: 14th of February, 2005.
  • Transcript of the TV/video spot text: "Travelocity presents the Roaming Genome. No one could ask for two better traveling companions. Just look at them. They just go together like Jim and Tony, dessert and coffee. Sometimes, two things just naturally go together like booking a flight and hotel at the same time with Travelocity. Choose your airline, choose your accommodation, book them together and save an average of 180 dollars on the cost of booking separately. Also, save 50 dollars on your next trip. Go to Travelocity.com and enter a special code at booking. Using the money they saved with Travelocity, this dynamic duo is treating themselves to a complete hotel spa treatment. Book flight and hotel together and save an average of 180 dollars and save 50 dollars on your next trip. Just log on to Travelocity and enter the promo code ""GOODDEAL"" at booking. Book with Travelocity and you will never roam alone."
  • Link to the TV/video commercial: here.


Research Strategy:

First, we scoured through the company website and its various sections especially the press releases to search for any information around the TV/video commercials launched by the company during 2004–2005, post-Roaming Gnome campaign. Normally, companies do publish the launch of any campaigns or advertising programs in their press releases and hence the idea was to check through the same for any relevant information. However, the company only provides press archives until 2013 on its website; hence, the 2004-2005 press releases could not be accessed. We tried to check through the archived pages of the website through a website archiving tool as well but the archived pages could not be traced.

Secondly, we searched through media articles such as Forbes, NY Times, Bloomberg, Reuters, Live Mint, Market Watch, and Business Wire; advertising information-related specific websites like Ad Age, Adweek, and Marketing Daily; advertising blogs such as Advertising Age, Unbounce, and Adland; and surveys from firms like Pew Research and Market Intelligence to find any relevant commercials by the company. All these are potential sources where information apropos of any company's advertising efforts can be found and hence, the idea was to use to them to find information pertaining to TV/video commercials launched by the company during 2004-2005. I was able to locate a couple of advertisements for 2004 and 2005 each through these sources which we have included in this report.

Next, we scoured through the company's social media accounts on Facebook, Twitter, YouTube, Pinterest, LinkedIn, Instagram, among others and tried to see if they have provided any relevant commercials. Normally, companies do advertise on their social media accounts any major advertising campaigns/commercials that they have undertaken. The idea was to track such campaigns/commercials from the company's social media accounts. However, this strategy resulted in no additional commercials other than the ones already found.

We also searched for research reports on 'Travelocity' by consulting/audit firms like Deloitte, McKinsey, RBS, JP Morgan, and so on. Since 'Roaming Gnome' campaign was one of the key campaigns of the company, the idea was to see if any of them has published any report on any commercials that yielded great success for the company as part of this campaign. Normally, consulting/audit firms publish reports on all major developments/activities apropos of the company they track and hence, we thought of checking the same. However, no additional TV/video commercials could be located through this strategy.

Also, note that none of the presented commercials had any presence on YouTube, hence, none of the commercials had any transcripts available for them. Also, Adland, Adforum and other related sources had no transcripts available for the respective commercials. Therefore, we have made the best effort to listen to each of the commercials and transcribe them.
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Travelocity Advertisement Campaigns 2006-2007

Travelocity TV/video advertising commercials from 2006-2007 include "The Roaming Gnome", "Interruption", "Ice Hotel, "Bed", "Cliff Dive", and "Juicer". The data for the 2006 – 2007 Travelocity TV/video ad campaigns have been provided in the "2006-2007" TAB, ROWS 2-7, COLUMNS A-E of the attached spreadsheet.

Travelocity Advertisement Campaigns 2006-2007

1. ad commercial: "The roaming gnome"

"The roaming Gnome enforcer of the
Travelocity guarantee"
"oh-oh pool is not well I must tell them"
"so you're calling to help me read book"
"because the hotel pools under construction? Wow!""
"The Travelocity guaranteed looking out for you even
before you go"
"And we fixed the landing"

2. ad commercial: "Interruption"

"Hey, honey did you pack.."
(loud indistinct noise)
what hon?"
(loud indistinct noise)
"I can't find my..."
(loud indistinct noise)
(loud indistinct noise)
"Travelocity will contact you ahead of time if your hotels undergoing
construction"
"it's gonna be great..it's gonna be a big week"
"Part of the Travelocity guarantee."
"Travelocity, you'll never roam alone."

3. ad commercial: "ice hotel"

(Indistinct sound)
"over 40,000 wishlists fulfilled every day. Start your wishlist at travelocity.com. You'll never roam alone"

4. ad commercial: "bed"

(Indistinct music)
(Sound of a falling object)
"Find the best days to save on your hotel with our flexible price calendar. Start your wishlist at travelocity.com"

5. ad commercial: "cliff dive"

(Distant sound of a man shouting that goes louder and nearer) (Dropping sound)
"Fare watcher plus alerts you when fares drop on your favorite places. Start your wishlist at travelocity.com."

6. ad commercial: "juicer"

"Over 40,000 wishlists fulfilled every day. Start your wishlist at travelocity.com. You'll never roam alone"


Research Strategy:

methodology

We began our research by looking through the advertising related sites and databases such as Effie Org., WARC, Adage, Moat, iSpot.tv, and AdForum among others. WARC, Effie, and iSpot.tv all needed subscription to view their case studies on Travelocity commercials. Adage could only provide very few articles on Travelocity campaigns and Moat's database was mostly showed the digital ads/prints that Travelocity used/uses. Among the databases that we searched, Ad Forum was the one that provided a list of TV/video ad commercials of Travelocity for the year 2006 and 2007. Although a number of details regarding the ads were only available on subscription, the commercials were still viewable and the date when the video where launched was also available.

For the transcript of the texts, we initially wanted to use the transcription provided on some of the videos of the Travelocity commercials found on YouTube. However, upon reading the transcripts while simultaneously listening to the videos, we found some discrepancies on the transcriptions. This could be due to the fact that the transcripts were auto-generated and thus liable to error. Due to this reason, we decided to be creative on our approach and did manual transcriptions by listening and watching the videos multiple times and by using playback and repeats, we were able to provide rough transcripts of the videos.

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Travelocity Advertisement Campaigns 2008-2009

Travelocity did four TV commercials between 2008 and 2009. Details of the commercials have been provided on the 2008-2009 tab of the attached spreadsheet.

Summary of findings


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Travelocity Advertisement Campaigns 2010-2011

The TV/video advertising commercials that Travelocity has done with their Roaming Gnome campaign in 2010-2011 are Cabin Fever Ski, Cabin Fever Beach, Bubble Bath, and Knife. The details of these campaign have been given in this spreadsheet.

Travelocity Advertisement Campaigns 2010-2011

Travelocity: Cabin Fever Ski

  • Air date: January 2010
  • Transcript: "oh hello and hello to you too. I need to get out of here. Travelocity is your cure for cabin fever if you find a lower hotel or vacation package price online we'll match it right up until the day before check-in and we'll also guarantee that your booking will be right Travelocity you'll never roam alone."
  • The advert can be found on this link.


Travelocity: Cabin Fever Beach

  • Air date: January 2010 (source2)
  • Transcript: "tarirarirari ti tuuuuuu....... I need to get out of here. Travelocity is your cure for cabin fever if you find a lower hotel or vacation package price online we'll match it right up until the day before check-in and we'll also guarantee that your booking will be right Travelocity you'll never roam alone."
  • The advert can be found on this link.


Travelocity: "Bubble Bath"

  • Air date: May 2010
  • Transcript: "This is what it's like getting an amazing discount on a hotel with Travelocity 'he's new top-secret hotels . And this is what it's like when you have to bid on a hotel. Travelocity top secret hotels bidding "naughty dish" introducing Travelocity top secret hotels the new easy way to get unpublished discounts of up to 45% off three and four-star hotels without the hassle of bidding, which makes Travelocity dot CA the best place for hotel deals."
  • The advert can be found on this link.


Travelocity: "Knife"

  • Air date: August 2010 (source8)
  • Transcript: "This is what it's like getting an amazing discount on a hotel with Travelocity 'he's new top-secret hotels . And this is what it's like when you have to bid on a hotel. Travelocity top secret hotels bidding "naughty dish" introducing Travelocity top secret hotels the new easy way to get unpublished discounts of up to 45% off three and four-star hotels without the hassle of bidding, which makes Travelocity dot CA the best place for hotel deals."
  • The advert can be found on this link.
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Travelocity Advertisement Campaigns 2012-2013

There were 20 TV/video commercials that Travelocity has done in 2012 and 2013. The commercials are detailed in the attached spreadsheet.
  • Out of the 20, as much as 15 commercials have been aired during 2012.
  • A total of five Travelocity TV/video commercials have been aired in 2013.
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Travelocity Advertisement Campaigns 2014-2015

The TV/video commercials that Travelocity did in 2014 and 2015 include Safari, #iWannaGo Bungee Jumping, #iWannaGo Glacier Hiking, #iWannaGo Horseback Riding, #iWannaGo Jet Boating, Travelocity Gnome Commercial, iWannaGo Winners Jenni and Stuart's trip to Ireland, Travelocity The Great Gnobe Nabbing, Travelocity Jetpack Commercial, Roaming Gnome: Surfing, 40 Percent Swedisher, Epic-er Summer Escapes, Side Car, Beached, Dragon, and Surfing. The brief below and this spreadsheet provide a more detailed explanation of our findings.

TV/VIDEO COMMERCIALS THAT TRAVELOCITY HAS DONE IN 2014 AND 2015

Provided below are TV/video commercial that Travelocity did in 2014 and 2015, arranged/organized by air date.

Travelocity Gnome Commercial

  • DATE AIRED: January 1, 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: Travelocity presents the roaming gnome denouncer of travel myths.
  • First myth: All travel sites are the same. No way, Ernie Travelocity guarantees the whole shebang -- your trip, your stay, and of course, no price.
  • Myth two: Things disappear in the Bermuda Triangle. Oh come on, you would have to be an absolute goof to believe.
  • Only Travelocity guarantees not just the price but your entire travel experience.
  • Travelocity, you’ll never roam along.
  • Here's the link to the advert.

SAFARI

  • DATE AIRED: March 9, 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: I don’t know about you but I have always wanted to go and see a lion up close. This zoom lens is amazing. Go and smell the roses!
  • Here's the link to the advert.

#iWannaGo Bungee Jumping

  • DATE AIRED: March 9, 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: Shakeela Alvarenga tweeted that she wanted to go to New Zealand so I took her. Follow me at Roaming Gnome. Tell me your dream destination with #iWannaGo and you could be next!
  • Here's the link to the advert.

#iWannaGo Glacier Hiking

  • DATE AIRED: March 9, 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: Shakeela Alvarenga tweeted that she wanted to go to New Zealand so I took her. Follow me at Roaming Gnome on Instagram or Twitter. Tell me your dream destination with #iWannaGo and you could be next!
  • Here's the link to the advert.

#iWannaGo Horseback Riding

  • DATE AIRED: March 9, 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: Shakeela Alvarenga tweeted that she wanted to go to New Zealand. So, I took her. Follow me at Roaming Gnome. Tell me your dream destination with #iWannaGo and you could be next!
  • Here's the link to the advert.

#iWannaGo Jet Boating

  • DATE AIRED: March 9, 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: Shakeela Alvarenga tweeted that she wanted to go to New Zealand. So, I took her. Follow me at Roaming Gnome. Tell me your dream destination with #iWannaGo and you could be next! [
  • Here's the link to the advert.

iWannaGo Winners Jenni and Stuart's trip to Ireland!

  • DATE AIRED: July 8, 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: On March 10th, Jenny Powell tweeted that she wanted to go to Ireland with her fiancé Stewart for their honeymoon. And being a hopeless romantic, I sent them. Islands is everything Jenny and Stewart dreamt of in a honeymoon. Rock piles are more attractive here. Irish pubs are literally everywhere. Visiting brides get to sleep in a castle. Animals in Ireland do what you say. Even the edges of the country are awesome. Stewart: “It’s amazing” Jenny: “Incredible” Basically, Ireland has everything you need for a perfect honeymoon or a perfect non honeymoon, whichever.
  • Here's the link to the advert.

Dragon

  • DATE AIRED: 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: If you're having trouble hearing me, you might need to come closer. Half a world closer! Go and smell the roses.
  • Here's the link to the advert.

Surfing

  • DATE AIRED: 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: Instead of hanging out from a couch, you could be hanging Ted! What are you waiting for? Celebrate this Memorial Day with up to 40% Off Hotels with Travelocity. Go and smell the roses!
  • Here's the link to the advert.

Side Car

  • DATE AIRED: 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: This is a view you have to leave the couch to believe!
  • Seize the summer with up to 40% off hotels from Travelocity. Go and smell the roses!
  • Here's the link to the advert.

Side Car

  • DATE AIRED: 2014.
  • TRANSCRIPT OF THE EXACT TEXT USED: Europe has been building side cars. Only famous and older and gorgeous and not like us at all. Go and smell the roses!
  • Here's the link to the advert.

Travelocity The Great Gnobe Nabbing

  • DATE AIRED: January 30, 2015.
  • TRANSCRIPT OF THE EXACT TEXT USED: 8 years ago, I was nabbed for my rather boring gotten by a handsome captain and secret it off around the world. I’ve had many exhilarating adventures -- changed my life. Now I want to change someone else’s. Uh oh, “I’m okay!” I’m going to nab one lucky person for a trip around the globe I could pick anyone, especially anyone with cheese danishes. If you have cheese danishes, or some other redeeming quality, send me a video explaining why you deserve to be nabbed and do make it entertaining. I have a very short attention span -- “Oh kitty!”, where was I? I should be your into tube video. I’ll be here waiting it is painly.
  • Here's the link to the advert.

Travelocity Jetpack Commercial

  • DATE AIRED: May 13, 2015.
  • TRANSCRIPT OF THE EXACT TEXT USED: When you get up to 40% off thousands of hotels with Travelocity, it means you can also afford to get up to 40% Epicure epic rides making a deep place to find a place for Memorial Day.
  • Here's the link to the advert.

Roaming Gnome: Surfing

  • DATE AIRED: June 5, 2015.
  • TRANSCRIPT OF THE EXACT TEXT USED: Wuhoo!! *foreign language* It’s never too late to learn a foreign language! Go and smell the roses.
  • Here's the link to the advert.

40 Percent Swedisher

  • DATE AIRED: September 5, 2015.
  • TRANSCRIPT OF THE EXACT TEXT USED: When you get up to 40% Off thousand of hotels in Travelocity, it means you can also afford to get up to 40% Swedisher’s Swedish massages. Making it the place to find a place for Memorial Day.
  • Here's the link to the advert.

Epic-er Summer Escapes

  • DATE AIRED: September 5, 2015.
  • TRANSCRIPT OF THE EXACT TEXT USED: When you get up to 50% off thousands of hotels with Travelocity, it means you can also afford to get up to 50%. Epicure epic rides making a deep place to find a place for a summer escapes.
  • Here's the link to the advert.

Beached

  • DATE AIRED: December 13, 2015.
  • TRANSCRIPT OF THE EXACT TEXT USED: Nothing like relaxing on the beach. That's odd. Celebrate this Memorial Day with up to 40% Off Hotels with Travelocity. Plus, enter MEMORIAL code 50 for additional $50 off. Go and smell the roses!
  • Here's the link to the advert.
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Travelocity Advertisement Campaigns 2016-2017

The TV/video advertising commercials that Travelocity has done in 2016 and 2017 are titled : "Wander Wisely: Wonderful Worries", "Wander Wisely : Cloud", "Wander Wisely" Drama Free Travel", "Wander Wisely: Resort Bar", " Wander Wisely: Elephants", " Wander Wisely: Skyline", " Wander Wisely: Seek Wisdom", "Wander Wisely: Athens", "Wander Wisely: Canceled", and "Wander Wisely: Safari Outrun".
  • There were five video advertising commercials in 2016 and six in 2017. The commercials have been outlined in the attached spreadsheet.
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Travelocity Advertisement Campaigns 2018-2019

The TV/video advertising commercials of Travelocity from 2018-2019 includes "A Little Wisdom: Unexpected Change of Plans", "A Little Wisdom: Family Bonding Moments", "A Little Wisdom: Extend Your Stay", "Call of My Stomach" Featuring Casey Webb, "A Little Wisdom: Secret Agents", "A Little Wisdom: Extra Bed" and "Gnome Sports" Featuring Rece Davis.
  • Additional details on Travelocity commercials such as TV/video commercial names, air dates, transcript of the TV/video spot text, and links to the TV/video commercials are provided in "2018-2019" Tab, Columns A-E, Rows 2-8, of the attached spreadsheet.

TRAVELOCITY ADVERTISEMENT CAMPAIGNS 2018-2019 :

AD COMMERCIAL #1: A LITTLE WISDOM: UNEXPECTED CHANGE OF PLANS

  • Name of Travelocity's TV/video commercials: A Little Wisdom: Unexpected Change of Plans.
  • Air Date: March 25, 2019.
  • The TV/video commercial is accessible via this link.

Transcript/Verbatim Text:

AD COMMERCIAL #2: A LITTLE WISDOM: FAMILY BONDING MOMENTS

  • Name of Travelocity's TV/video commercials: "A Little Wisdom: Family Bonding Moments."
  • Air Date: March 25, 2019.
  • The TV/video commercial is accessible via this link.

Transcript/Verbatim Text:

AD COMMERCIAL #3: A LITTLE WISDOM: EXTEND YOUR STAY

  • Name of Travelocity's TV/video commercials: "A Little Wisdom: Extend Your Stay"
  • Air Date: January 30, 2019.
  • The TV/video commercial is accessible via this link.

Transcript/Verbatim Text:

  • "Want to stay a bit longer?"
  • "Travelocity is there for you."
  • "Not right in the room, that'd be awkward."
  • "But, you know, online, on the phone, when you realize you want to extend your stay."
  • "Travelocity. Wander Wisely."

AD COMMERCIAL #4: "CALL OF MY STOMACH", FEATURING CASEY WEBB

  • Name of Travelocity's TV/video commercials: "Call of My Stomach", Featuring Casey Webb.
  • Air Date: March 19, 2018.
  • The TV/video commercial is accessible via this link.

Transcript/Verbatim Text:

  • "Hey, Roaming Gnome, how do you decide where you're traveling next to?"
  • "Easy. I simply listen for the call of adventure."
  • "What about you?"
  • "Me, I just listen for the call of my stomach."
  • "Your stomach?"
  • "Yeah! If it says cheese steaks, I'm heading to Philly. If it's tacos, it's So-Cal!"
  • "And Pizza?"
  • "New York!"
  • "Nah! Chicago! But this certainly gives us something to chew on."
  • "My specialty."
  • "No one takes care of you like Travelocity. Wander wisely."

AD COMMERCIAL #5: A LITTLE WISDOM: SECRET AGENTS

  • Name of Travelocity's TV/video commercials: "A Little Wisdom: Secret Agents."
  • Air Date: March 5, 2018.
  • The TV/video commercial is accessible via this link.

Transcript/Verbatim Text:

  • "Maybe they're secret agents posing as an ordinary couple.
  • "Or maybe they're just an ordinary couple. "
  • "Either way this room came at an unbeatable price. "
  • "No one looks out for you like Travelocity. "
  • "With price match guarantee, you'll always Wander Wisely."

AD COMMERCIAL #6: A LITTLE WISDOM: EXTRA BED

  • Name of Travelocity's TV/video commercials: "A Little Wisdom: Extra Bed."
  • Air Date: March 5, 2018.
  • The TV/video commercial is accessible via this link.

Transcript/Verbatim Text:

AD COMMERCIAL #7: GNOME SPORTS, FEATURING RECE DAVIS

  • Name of Travelocity's TV/video commercials: "Gnome Sports, Featuring Rece Davis."
  • Air Date: January 30, 2018.
  • The TV/video commercial is accessible via this link.

Transcript/Verbatim Text:

RESEARCH STRATEGY:

To gain insight into the TV/video advertising commercials that Travelocity has done since they launched their Roaming Gnome campaign in 2004, we researched through musical industry commercial reports, surveys, and white papers for a comprehensive list of TV/video advertising commercials released since the launch Travelocity Roaming Gnome campaign in 2004. We focused on all the TV/video commercials that Travelocity has done in 2018 and 2019. Unfortunately, no comprehensive report or article contained such a detailed report.
We then altered our strategy and researched for granular details of each TV/video advertising commercials released since the launch Travelocity Roaming Gnome campaign in 2004. We studied through TV/video commercials resources such as iSpot TV, TV Commercial Ad, Abancommercials, AdForum, and AdAge, among others, and also Travelocity's YouTube page. We unearthed several Travelocity's TV/video commercial spots from 2018-2019 using Travelocity's YouTube page, iSpot TV and Abancommercials. We extracted the required details which include TV/video commercial names, air dates, and links to the TV/video commercials in "2018-2019" Tab, Columns A-E, Rows 2-8, of the attached spreadsheet.
Detailed research through Travelocity web and other online resources failed to unearth the actual transcripts of Travelocity TV/video commercials done in 2018 and 2019. We attempted to utilize the generated transcripts of the Travelocity commercials found on their YouTube page. However, due to the transcripts being auto-generated, there were discrepancies with the actual words used within the video commercials. We creatively embarked on manual transcription and watched the video commercials ourselves. We listened to the words being mentioned. We viewed each commercial/advert multiple times and used playbacks and repeats until we came up with more accurate transcript versions of all the videos listed above. We then provided our transcripts in "2018-2019" Tab, Column C, Rows 2-8, of the attached spreadsheet.
Sources
Sources