Nikki Wicks
Mar 13, 2015

David Beckham kicks off regional campaign for Marina Bay Sands

SINGAPORE - Marina Bay Sands has unveiled a regional advertising campaign starring global sporting icon David Beckham.

The campaign, with the tagline “Never Settle”, follows a similar campaign by the same name for the Venetian Macau, which launched under some confusion earlier this year. The launch date for the Macau campaign was postponed due to a “technical complexity”, according to reports.

The Las Vegas Sands group, which owns the Marina Bay Sands in Singapore and The Venetian in Macau, partnered with Beckham in 2013, as part of an effort to expand its presence in Asian markets.

The new campaign for Marina Bay Sands includes four advertisements, which will appear in local and regional newspapers, magazines and billboards across Singapore, Indonesia, Malaysia and China. The accompanying two-minute commercial, directed by American director and photographer Anthony Mandler, will air on digital platforms, TV and network cable channels.


A press release said the campaign was conceptualised by creative agency AR New York, with the commercial and print advertisements shot over two days in early October 2014. Beckham has a history of promoting brands in Singapore. He was also in the city in November last year to launch his own whisky brand, Haig Club.

"I have collaborated with Marina Bay Sands on a wide range of projects ranging from charity events, inspirational workshops and festive celebrations,” said Beckham in a press release. “This is a brand that always aspires to be the best in everything it does.”

In the commercial for Marina Bay Sands, Beckham can be seen arriving in Singapore in a sleek vehicle and entering into the luxury hotel. The ad follows Beckham through his experience in the resort, taking in a number of locations including celebrity chef restaurant CUT and the city views from Sands SkyPark.

"The Never Settle campaign brings to life the shared values and passion of Marina Bay Sands, our consumers and David Beckham, celebrating the spirit of advancement that inspires an ongoing pursuit of excellence," said George Tanasijevich, CEO and President of Marina Bay Sands.


Campaign Asia

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