It seems the “elevator to higher quality” is a full-on ad genre now.
Following Super Bowl ads from Saatva and Hyundai, The&Partnership applies a similar approach in its “A World Above” ad for luxury hotel and resort chain Wynn Resorts, completing the triumvirate and making it an official advertising trend. But when will escalators and moving sidewalks get their due? This is clearly an untapped source of advertising gold, but we digress.
Going back to the task at hand, the Wynn spot follows the travels of a mysterious golden elevator, apparently capable of flight, as it progresses to further and further levels of luxury. It smashes through a glass ceiling, Willy Wonka-style before taking off through the skies, crashing a swanky party en-route to a swankier party, picking up a few items. NBA legends Magic Johnson and Larry Bird and Chainsmokers, a musical duo who we are told the youth find appealing, join the party along the way. The final destination: Wynn Resorts’ Encore Boston Harbor.
As journalists, we are obviously not the demographic for this brand [speak for yourself, I love my loyalty card — AgencySpy Ed and slightly degenerate gambler] since we could never afford to stay there [this part is true — AgencySpy Ed]. We can’t help but wonder if the spot does enough to differentiate the brand, however. Aside from some nice cinematic flourishes and the celebrity cameos, it can feel a little by-the-book at times (with the musical selection of Frank Sinatra‘s “Nothing But The Best” a bit too on the nose). It also doesn’t help the matter that the elevator approach perhaps a bit too similar to one tried but other brands over the past year [and decades … who are we kidding? — AgencySpy Ed again, folks].
The&Partnership worked with production studio The Corner Shop and director Ivan Grbovic on the spot, with visual effects by Framestore. Television ads will run in Boston and surrounding markets in Massachusetts, New York, Connecticut, Rhode Island, and New Jersey, with support from radio, print and OOH ads in the same markets. M/SIX and AKQA handled media buying.
“Wynn Resorts is ranked the highest-scoring luxury resort company in the world by Forbes Travel Guide for delivering singular experiences that go a world above,” Wynn Resorts CMO Scott Moore said in a statement. “Our guests seek a special kind of escape, which is found in the personal service and incredible amenities that make staying at one of our resorts unlike anything else.”
Now we’re just waiting for the Cannes Lions Platinum Elevator award next year. Submissions will cost $40,000.