Marina Bay Sands Launches David Beckham-Led 'Never Settle' Campaign
Photo via YouTube
You may never be able to bend it like Beckham, but at least you can travel like the soccer legend.
Singapore's renowned integrated resort Marina Bay Sands launched its latest ad campaign this week, and the company enlisted the help of former Manchester United star David Beckham to lead the multi-million dollar "Never Settle" movement.
"I have collaborated with Marina Bay Sands on a wide range of projects ranging from charity events, inspirational workshops and festive celebrations," said Beckham.
"This is a brand that always aspires to be the best in everything it does. That's why I love Marina Bay Sands. I am thrilled to be part of its story for the 'Never Settle' campaign, which is about a celebration of an amazing destination."
In addition to a handful of ads that will appear in newspapers, magazines and on billboards in Singapore, Indonesia, Malaysia and China, the campaign features a two-minute commercial starring Beckham.
Directed by Anthony Mandler, best known for writing and directing music videos featuring Rihanna, Jay-Z, Taylor Swift and other superstar artists, the ad follows Beckham throughout the resort, highlighting a plethora of amenities in the process.
"David is our master of ceremonies, taking us with him through the cinematic adventure that is the Marina Bay Sands experience," said Mandler. "At every turn, there's something more dramatic, more exuberant and more beautiful."
If you haven't yet seen the ad, check it out below:
An interactive online game launching on March 16 will accompany the Never Settle advertising campaign, offering participants from Singapore and nearby Malaysia and Indonesia the chance to win complimentary two-night stays at Marina Bay Sands.
"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 Marina Bay Sands CEO and President George Tanasijevich in a statement.
"It's about experiencing the best that life has to offer. As we progress into 2015, we're committed to delivering exceptional and memorable experiences that live up to the Never Settle concept."
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