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Creative

David Beckham Scores for Las Vegas Sands Corp.'s Asian Campaign

Publicis North America, 2 years, 7 months ago

AR New York recruits soccer star for Singapore and Macao mega casino marketing push

David Beckham Scores for Las Vegas Sands Corp.'s Asian Campaign

Sports icon, entrepreneur and family man, David Beckham leads the new campaign for leading integrated resort developer Las Vegas Sands Corp. and two of its Asian properties: The Venetian Macao and Marina Bay Sands, Singapore in the company’s first global advertising campaign created by AR New York, that kicked off this spring.
AR New York, part of Publicis Groupe, assembled a winning team to conceive and develop the global initiative led by Executive Creative Director, Paul Eustace. “The campaign idea ‘Never Settle’ means never having to compromise and always seeking the unparalleled; from amenities and experiences to the choices we make in the ways we live”.
David Beckham was handpicked because he embodies the confidence to live beyond his wildest dreams. His worldly success, humanity, family values and incomparable style not only resonate with the key values of the properties; they also squarely match those of the achievement-driven target.
In essence, the campaign entices its key audience to ‘live it like Beckham’. Indeed, Beckham and the cast of extras are all dressed in a sartorial wardrobe furnished by the luxury boutiques at the properties.
Renowned commercial and music video director Anthony Mandler— best known for his collaborations with Rihanna, Taylor Swift and The Black Eyed Peas among many others— artfully bridges the worlds of luxury, fun and entertainment. Paul Eustace explains, “Anthony was the ideal choice as he’s an expert at capturing cinematic beauty with genuine emotion”.
The campaign was shot as a short film and adapted for print and broadcast TV. Featuring The Venetian Macao and Marina Bay Sands, Singapore, ‘Never Settle’ invites customers to experience, “an extraordinary world of uncompromising style where luxury lives and a wealth of adventure awaits”. 
From AR New York’s creative leadership and David Beckham’s global gravitas to the emphasis on highlighting the properties’ extraordinary amenities, Las Vegas Sands Corp. is certain it all adds up to one goal—a win-win.
  

Advertiser

Advertiser: Las Vegas Sands Corp.

Brand: Venetian Macao & Marina Bay Sands, Singapore

Creative Agency

Account Director: Stephanie Sills

Account Executive: Amanda Fabian

Account Management: (Director) Mark Lemerise

Art Director: David Shifren

Creative Agency: AR New York, part of Publicis Groupe

Executive Creative Director: Paul Eustace

Executive Producer: Brooke Kaylor

Senior Copywriter: Beryl Meyer

Music and Sound

Music Supervision: Hyperballad Music

Sound Design: One Thousand Birds

Offline

Edit Assistant: Josiah Spencer, Christian Oreste

Edit Company: WildChild Post

Editor: Jarrett Fijal

Post Production / VFX

Colourist: Tom Poole @ Co3

Creative Director: Peter Oliver

Flame: Peter Oliver

Flame Assist: Andrew Hale

Post Production House: WildChild Post

Producer: Andrew Cravotta

Production Company

Director: Anthony Mandler

DOP: Dave Devlin

Executive Producer: Liz Silver

Production Company: Believe Media

Category: Events , Sports and leisure