NEW YORK Vegas.com is doubling down on user-generated content. The travel site devoted to all things Sin City will post the winning entry in its contest to make the next Vegas.com commercial, as well as the four finalists, on the Travel Channel in August.
Last month the site picked Brian Lazzaro, a music video director from Venice, Calif., as the contest winner. In his spot, "Stripper Pole," a man walks down the streets of Hollywood with a drink in one hand and a stripper pole slung across his shoulder. People react poorly to his invitation to try out the stripper pole.
"It was a lot of fun to make and the idea was to make it iconic and universally acceptable. Anyone could look at it and say, 'That's a Vegas commercial,'" Lazzaro said.
Lazzaro won the right to direct the next Vegas.com spot, which may or may not be based on his winning entry and will air nationally in January. The details of what the commercial will look like are currently being worked out.
Vegas.com does not currently have a lead creative agency. Its last one was the San Francisco office of Kirshenbaum Bond + Partners, which has since closed its doors.
"We've had agencies in the past. Obviously they're quite capable and do a lot of creative work. However, not all creative thought resides in either the agency or the client," said Howard Lefkowitz, president and CEO of Vegas.com. "[The finalists' entries] are not supposed to as good as agencies' work. They're ideas on which to base a full campaign."