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.
