This is The Cosmopolitan of Las Vegas' 30-second TV ad, intended to pique the curiosity of our guests and stimulate conversation. It speaks to the power that comes from individuals being distinct and exactly who they are versus what people may think they should be. It's about making unique choices -- whether or not they are considered expected or normal. The campaign originally premiered during the British Open (July 2013).
The Las Vegas Luxury Resort's CMO Lisa Marchese told AdWeek this about the ad, "We wanted to create a spot that was radically different in form--the mix of typography to imagery, the way the imagery was shot. The tone is radically different. We wanted it to look like nothing else out there."
The Las Vegas Luxury Resort's CMO Lisa Marchese told AdWeek this about the ad, "We wanted to create a spot that was radically different in form--the mix of typography to imagery, the way the imagery was shot. The tone is radically different. We wanted it to look like nothing else out there."
The energetic track used in the commercial is a mashup called "Original Don," created by Major Lazer. It is reflective of The Cosmopolitan brand to have music play a leading role, as it does in this commercial.
The type includes mini mantras that peek curiosity and you can fill in your own gaps:
Mutation is progress...
Wrong has more fun...
Correct is a mistake...Right is a Trap
Fight Right...Break some eggs
Make a hot mess...
Wild is laid...
Misfit right in...
The second ad from the campaign is "The Wild Card" and equally entertaining.
Credits:
Creative Ad Agency: Fallon, Minneapolis
Production Company: Gentleman Scholar
Directors: Will Johnson, Will Campbell
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