KP+B’s Izzy DeBellis is the lead CD on Broadway theme spots for client Mohegan Sun. This is a new direction for the brand. Izzy is seems to be to go to man when it comes to new directions for the agency. He was the CD on the new Wendy’s spots, as well. Anyway, Kirshenbaum was responsible for the brands previous efforts, which were more focused on non-gambling activities like massages.
“How do we communicate, for an casino, an optimistic, joyous point of view? It’s similar to when I was a kid and I was at recess. I felt safe. It’s not sexy or edgy, but it’s fun, just not in a ‘I’m going to get into trouble tomorrow’ way like Vegas is,” said Isidoro Debellis told AdWeak. “Yes, gambling is a part of it, but it’s not the whole story. What is more joyous and optimistic than a musical?”