The Las Vegas Sands Corporation has unveiled its latest advertising campaign starring global footballing legend and English national hero David Beckham for two of its Asian properties; The Venetian Macao and Marina Bay Sands. This is the first global advertising campaign for the company by AR New York, a Publicis Groupe agency that assembled a team of experts to develop the initiative.
The Las Vegas Sands Corporation has unveiled its latest advertising campaign starring global footballing legend and English national hero David Beckham
The multi-million dollar “Never Settle” campaign has been directed by award-winning American director and photographer Anthony Mandler, and aims to let viewers experience the resorts through the eyes of Beckham, one of the most recognisable faces in the world. The campaign comprises a series of print and TV commercials featuring the former England captain enjoying the stunning architecture, luxury retail, fine dining, leisure and entertainment experiences offered by the resorts in typically decadent fashion, with the films especially shot like high-budget music videos with enough lens flare to make JJ Abrams blush.
Marina Bay Sands #NeverSettle
Whilst the 60-second Venetian Macao spot has been online for almost a month now, the new 2-minute commercial for the larger and more ambitious Marina Bay Sands resort takes the glamour a step further, with scenes of Beckham pulling up to the resort whilst being blinded by the flashbulbs of the paparazzi. Beckham, who has collaborated with Marina Bay Sands on a wide range of projects ranging from charity events, inspirational workshops and festive celebrations, says “This is a brand that always aspires to be the best in everything it does.” which is why he loves it. He is “Thrilled to be part of its story for the 'Never Settle' campaign, which is about a celebration of an amazing destination.”
Beckham has collaborated with Marina Bay Sands on a wide range of projects ranging from charity events, inspirational workshops and festive celebrations
George Tanasijevich, CEO and President of Marina Bay Sands, added that “The Never Settle campaign brings to life the shared values and passion” of Marina Bay Sands, their consumers and David Beckham by “Celebrating the spirit of advancement that inspires an ongoing pursuit of excellence.” He says that as 2015 progresses they're “Committed to delivering exceptional and memorable experiences that live up to the Never Settle concept.” AR New York ECD Paul Eustace, said “The Never Settle idea means never having to compromise and always seeking the unparalleled; from amenities and experiences to the choices we make in the ways we live”
The spot and accompanying print advertisements were shot over two days at the resort last October
The spot and accompanying print advertisements were shot over two days at the resort last October, with one particularly challenging scene involving the resort's world-famous infinity pool at the Sands SkyPark. Not only did the crew have to ensure that the set-up and tear-down process did not affect guests, they had to work around the limits accorded by the parameters of the 150-metre pool. To capture a panoramic view of the entire cityscape with Beckham in the frame, the crew built a custom-made platform for the star to walk across the pool and stand suspended above the water in a deliberately messianic shot.
The Venetian Macao #NeverSettle
Anthony Mandler, the spot's director (best known for his collaborations with Rihanna, Taylor Swift and The Black Eyed Peas), said “It was essential to capture the excitement and energy of Marina Bay Sands with this commercial.” He wanted to show the audience that “When they visit, they should and will never settle, with the very best dining options, the ultimate entertainment, the most coveted luxury shopping and more.” He calls Beckham the “Master of ceremonies, taking us with him through the cinematic adventure that is the Marina Bay Sands experience.” Eustace feels that “Anthony was the ideal choice as he’s an expert at capturing cinematic beauty with genuine emotion.”
Anthony Mandler, the spot's director, is best known for his collaborations with Rihanna, Taylor Swift and The Black Eyed Peas
Alongside the campaign, Marina Bay Sands will be hosting an interactive online game themed around the campaign. Each week, participants from Singapore, Malaysia and Indonesia will need to identify 10 locations and experiences around the property with the highest scorers winning complimentary stays at the resort. As an incentive to spread the word, participants can also double their points if they share their results on social media.
