If you want to reach millennial and Gen Z travelers, it’s debatable whether an owl character, decked out in a bathrobe and perched at times on a hotel room pillow, should be your go-to brand ambassador.

A new TripAdvisor brand campaign, unleashed in the U.S. a week ago on TV and various digital platforms, is almost as noteworthy for the things that are absent than for the content included. The bathrobe-clad Little Wiser owl character is blissfully missing in action, and TripAdvisor’s recent emphasis on hotel price comparisons and bookings is nowhere to be seen.