Crafts 'visceral' Campaign For Vegas Hilton
LOS ANGELES--DSLV/Lawlor Advertising highlights the drama of casino gambling in its new campaign for the Las Vegas Hilton.
One 30-second TV spot, "The Moment--Dice," finds gamers engrossed in a moment of excitement and tension at the Hilton's casino. The scene focuses on a hot craps table, where passersby are pausing to take in the action. As the roller readies for the toss, a voiceover begins a thought: "In a city of pure excitement, sometimes a single moment ..." The roller then throws the dice, and the players lean in expectantly. The screen then fades to black, and the voice completes the idea: "... stands alone." The Las Vegas Hilton logo appears on the screen, along with the line, "Hilton Quality. Las Vegas Excitement." The voiceover concludes with: "The moment is yours."
"There is a mystique about gaming that is very visceral," said Mick Hall, president of the Las Vegas agency. "I think [the spots] captured that mystique without screaming it."
This first spot, currently airing in Las Vegas, will roll out to Los Angeles, San Diego and Phoenix along with two other spots next month. Print and radio efforts support the TV work. --Teresa Buyikian