Casino operator Sands China has unveiled its new movie-style TV spot starring retired footballer and former England captain David Beckham under the marketing campaign “Never Settle.”
Remember when Sands China scrubbed the debut of a marketing push it had created starring Beckham last month? Turns out, the casino operator merely shelved it temporarily, delaying the launch for one month for reasons that are still unclear.
Beckham is at the heart of the ad, walking around Marina Bay Sands in Singapore, dressed up all suave-looking and inviting everyone to enjoy all the spoils the integrated resort and casino have to offer.
The Anthony Mandler-directed TV spot is just one aspect of the “Never Settle” campaign, which will also consist of newspaper and magazine ads, as well as billboards spread all over Asia, particularly in Singapore, Indonesia, China and Malaysia.
“I have collaborated with Marina Bay Sands on a wide range of projects ranging from charity events, inspirational workshops and festive celebrations,” Beckham said in a prepared statement. “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.”
Marina Bay Sands is an amazing destination in every sense of the word. It’s home to some of the most extravagant and luxurious entertainment, retail, and dining options anywhere in Asia.
The Gordon Ramsay Group will launch the Bread Street Kitchen concept at The Shoppes at Marina Bay Sands sometime in the first half of 2015. The resort’s partnership with the famous chef was announced earlier this week, opening the door for Ramsay to showcase his unique brand of culinary wizardry in one of the gateway destinations in Asia.
“I’m delighted to be opening in Singapore with a partner such as Marina Bay Sands, who is well known for providing world-class dining experiences in a market where people simply love their food,” Ramsay said. “The further expansion into Asia is an exciting move for us and will see our successful London concepts being transferred and tailored to this new market.”
Ramsay joins a long list of his peers who already have their own establishments inside the resort, including Mario Batali, Daniel Boulud, Wolfgang Puck, Tetsuya Wakuda, Justin Quek and David Thompson.