Tough State Gambling Regulations Lead Shop to Give Up Account
DETROIT--An ad campaign for the MotorCity Casino, set to open in November, turned out to be a joint effort after Campbell-Ewald Advertising split with the client because of tough state regulations.
Creative was developed by CEA, Warren, Mich., but the production was executed by R&R, Las Vegas, via its in-house production company, AirWave Productions.
CEA last month parted ways with the casino, owned by Mandalay Resorts Group, Las Vegas, objecting to "onerous" requirements of the Michigan Gaming Control Board. "Several hundred of our employees would have to fill out a very extensive questionnaire about the personal aspects of their lives," an agency representative said.
R&R executives said it has not been determined how the account will be handled from this point on.
Two variations of a 30-second TV spot--one to air for several weeks before the grand opening, the other after--focus on the casino experience from the waist down. Focusing on their legs only, the ad shows people gaming and dancing. The voiceover states: "It's the wildest. ... It's the most fun."
Young & Rubicam, Detroit, handles the MGM Grand here, which opened in July. A third facility, the Greektown Casino, selected The Berline Group, Bloomfield Hills, Mich., as its agency of record after a review, said chairman Jim Berline. The agency is working on a promotional campaign and TV spots.
Berline executives completed the questionnaire and check. Y&R executives could not be reached.