Harrah's Pitches "Fever'

Avid Gamblers’ Eager Anticipation Is Theme for Ads
CHICAGO-Carmichael Lynch turns the focus from winning to the anticipation of playing in its latest campaign for Harrah’s Entertainment.
The $15 million push, which breaks this week, again targets the “avid, experienced player,” said Beth Rooks, Harrah’s director of brand communications. The black-and-white spots capture the anticipation such a gamer feels before entering a casino.
“We looked at this from the standpoint of the player who is looking forward to a night of excitement,” Rooks said.
Set to the torch song standard “Fever,” one spot features quick takes of a woman driving in the desert.