David Beckham has just sent a football soaring 60-feet through the air with one of his signature bending free kicks. Only he’s not on a football pitch, nor is he wearing a football kit. He’s dressed sharply in a suit and tie in The Venetian Macao’s entryway colonnade. Despite the well-buffed marbled floor, he somehow magically commands his slick-bottomed leather oxfords to curve the ball perfectly by the reception area’s landmark armillary sphere – one of the integrated resort’s most popular photo-op locations.
The incredible kick is one of the more eye-catching scenes in the dramatic television commercial starring the global icon – and it’s a shot so good it looks like it might have been done with the assistance of special effects. But it wasn’t; it’s 100 per cent Beckham and he nailed it in just a few takes.
The TV spot is the centerpiece of The Venetian Macao’s newest advertising campaign, “Never Settle.” It was filmed by renowned American director and photographer Anthony Mandler – an experienced and sought-after collaborator of Beckham’s and other celebrities such as Rihanna, Jay Z and Beyoncé.
The commercial features Beckham experiencing the ongoing activities offered by the integrated resort – from the luxury of its suites to the entertainment of its gondola-ploughed canals.
According to Sands China’s sources, his journey through the integrated resort is meant to exemplify The Venetian’s “Never Settle” attitude “of delivering the most outstanding experiences for its guests and visitors in hotel accommodation, luxury shopping, fine dining and entertainment.”
“The Venetian Macao has earned a solid reputation as a place where guests never have to settle for anything but the best –
in luxurious accommodation, superstar entertainment, award-winning dining, world-class shopping, and engaging exhibitions,” said Dave Horton, chief marketing officer of Las Vegas Sands Corp. “David Beckham’s life is an inspirational example of the ‘Never Settle’ spirit, and that same spirit is embodied in everything The Venetian Macao delivers for thousands upon thousands of visitors every day.”
Amazingly, the TV commercial was shot entirely in secret and without any publicity leaks –
at a property that operates 24 hours a day, 7 days a week, and sees upwards of 100,000 visitors daily during peak periods. So how did they do it?
Easy – well sort of easy, if you happen to be a night owl. Scenes featuring Beckham were only filmed between 2 a.m. and 6 a.m. in cordoned off areas, in order not to affect operations and the experience of visitors. To top it off, the monumental task of capturing over 18 hours of footage was completed in only 2 days – a very tight time frame for a professional production of this caliber.
Beckham said: “I have collaborated with Sands since 2013 on a wide range of projects ranging from charity fundraising to inspiring children and brand endorsement. This is a company that embodies the value to ‘Never Settle.’ For those reasons, I love the Sands properties. I have visited many times, and I am thrilled to be part of their story, which is so well brought to life and beautifully narrated.’’
To help tell the story, there were 50 artists, including six drummers, involved in the production, plus over 100 extras. The Venetian Macao also mobilized almost 300 people from its convention and exhibition, food and beverage, visual media, security, facilities and hotel operations teams to be part of the production. Including the director and his film crew, there were over 400 people involved in the filming.
Among them were the integrated resort’s signature “Streetmosphere” artists, who usually only perform individually – rarely gathering together for a combined performance. However, viewers of the TV spot can see artists of 20 different nationalities coming together and performing in one shot – a feat that required 20 hours of rehearsal in total.
The campaign, which took one full year of planning, was conceptualized by AR New York, which selected Mandler as the visual storyteller of the campaign. “It’s always a journey working with David Beckham,” said Mandler. “We initially met on an ad campaign 12 years ago and have worked together consistently across all of his brands since then. But most importantly, we’ve built a friendship that allows for a level of trust and camaraderie in all that we do. He always brings the highest level of presence and energy to a project. The Sands campaign was a perfect example of him pushing the limits with one goal in mind – making sure the final work is both original and impactful.”
“I really respect the cinematic vision of the [Sands] properties,” Mandler added. “They grab you from first sight, and take you on a clear and well-thought-out journey. Naturally they’re each unique, based on the culture that surrounds them… At every turn, there’s something more dramatic, more exuberant and more beautiful.”
The “Never Settle” campaign goes live in Macau and Greater China tomorrow – in print, on television, and in outdoor advertising, as well as on digital and social media platforms.
The TV commercial can be viewed starting tomorrow on TDM in Macau, on TVB Jade and TVB Pearl in Hong Kong, and on Star TV, Channel V, and major media channels in mainland China, including cinema screens, out-of-home TV screens, and on trains. Staff reporter
Venetian explains press event postponement
The Venetian Macao reacted to media reports published yesterday, namely by the South China Morning Post, claiming that “the launch of a high-profile global advertising campaign for Macau’s biggest casino operator which was due to star David Beckham has been scrapped just 48-hours before its planned roll-out.” According to The Venetian, the postponement of today’s press launch event for the “Never Settle” campaign is due “to the technical complexity in adapting this internationally produced, high-quality TV commercial to various media platforms at our properties.” The issue “could potentially have led to a press preview experience that would not have met The Venetian’s high standards of quality if the event were to have taken place on Feb. 12 as originally planned. However, it is important to note that the campaign itself is still launching as planned on Feb. 13 in Macao and Greater China,” the gaming operator adds.
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