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Airbnb's new global campaign seeks to spark discussions about innate human kindness.

It’s the sort of lofty idea you would expect to appeal to the accommodation site’s chief marketing officer, Jonathan Mildenhall, who spent a decade at Coca-Cola. The ad, by TBWA\Chiat\Day, shows a baby ambling around a house as a rousing voiceover commands people to visit strangers in their homes – without explicitly saying to do it through Airbnb – to find out how good they are. The work was created by Sue Anderson, Scott Brown and Becky Ginos, and directed by Lance Acord through Park Pictures.