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: Las Vegas Sands Corp.
Brand: Venetian Macao & Marina Bay Sands, Singapore
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
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
Director: Anthony Mandler
DOP: Dave Devlin
Executive Producer: Liz Silver
Production Company: Believe Media
Category: Events , Sports and leisure