If David Beckham tells you to go somewhere, there’s a good chance you’re going to consider it. Or at least that’s what Singapore’s Marina Bay Sands is banking on, having recruited the soccer-player-slash-underwear-model for its “Never Settle” campaign. The effort includes the expected newspaper, magazine, and billboard ads, but they’ve also gifted us with a two-minute commercial featuring David Beckham as the “master of ceremonies,” according to video director Anthony Mandler.
If Mandler’s name sparks a bit of recognition, I’d be willing to guess you’re a mainstream music video buff. Mandler is the writer and director of viral music videos such as Taylor Swift’s “I Knew You Were Trouble,” Jay-Z and Justin Timberlake’s “Holy Grail,” and Rihanna’s “Disturbia,” among others.
Feast your eyes:
Oh, and recruiting Beckham is not the brand’s only publicity approach. On March 16, the brand launched an online competition challenging those living in Singapore, Indonesia, and Malaysia to a rousing game of “Where Am I?” featuring 10 locations and experiences located on and offered at the Marina Bay Sands resort. And because any marketing scheme wouldn’t be complete without a social component, competitors could double their points by sharing their results with friends on social media.
Even better yet, the highest scores from the online game received complimentary two-night stays on the property. The grand prize: a trip to Singapore, accommodation at the resort, and vouchers to the resort’s shops.
Erika Owen is the Audience Engagement Editor at Travel + Leisure. Follow her on Instagram and Twitter at @erikaraeowen.