Mistress Promotes L.A. With Modern Dance in New Campaign Debuting on Super Bowl Sunday

By Patrick Coffee 

One brand that hasn’t been getting enough attention lately is the City of Los Angeles.

Our friends at area indie agency Mistress aim to remedy that problem this weekend with a global campaign set to debut via a regional buy that will air during a certain football game set in Houston, Texas.

Maybe you’re a little confused. Discover Los Angeles, the official destination marketing organization for the City of L.A., wants to promote La La Land tourism during the famously dry “shoulder season.” In order to do so, Mistress opted not to create highlight reels of local attractions but, rather, to capture different “feels” engendered by the City of Angels.


The two ads in the series each follow self-explanatory themes. The first is “Magic,” and it aims to demonstrate just that with the help of the Glorya Kaufman School of Dance and the Griffith Observatory of “Rebel Without a Cause” fame.

The campaign tagline: “It’s more than a city. It’s a vibe.

The above spot will air on L.A. Fox affiliates in the pre-game and kickoff slots during Sunday’s Falcons-Patriots matchup. It will then run during this year’s Grammys and Oscars broadcasts, and Discover Los Angeles also plans a “a four-week complete station takeover” of Manhattan’s Union Square starting February 20th. For the latter effort, the organization will ask subway riders to pose in front of a campaign pool scene and post an Instagram selfie under the #discoverLA hashtag for a chance to win a trip for two to … you guessed it.

The next TV ad in the campaign dials that vibe down a notch or two. It’s not interested in doing much beyond taking in the poolside scenery.

Here’s the OOH.

discover LA

Discover L.A. is a new client for Mistress, which recently won a pitch for project-based work.

“Following in-depth focus groups in nine of our key global markets, one point became clear: the feel of Los Angeles has an inexorable pull on visitors,” said Discover Los Angeles CMO Don Skeoch. “They are of course interested in all of the things they can do in L.A., but first and foremost, to them, L.A. is about an ethos and a lifestyle. We wanted to convey the experience of getting into the L.A. frame of mind and invite viewers to feel the palpable energy of the city.”

After the Big Game and the awards shows, these ads will air in Mexico and the U.K. before rolling out in China, Australia and Canada later this year.


Client: Discover Los Angeles
Agency: Mistress
Director: Floria Sigismondi
Production Company: Believe Media
Executive Producer: Jannie McInnes
Executive Producer: Liz Silver
Executive Producer: Luke Thorton
Head Of Production: Vitaly Koshman
Director Of Photography: Starr Whitesides
1St AD: Freddie Childress
Production Designer: Kristen Vallow
Stylist: Marjan Malakpour
Hair: Pamela Neal
Makeup: Mynxii White
Choreographer: Jodie Gates

Dancers: Austyn Rich, Daniel Rae Srivastava, Aiden Carberry, Jake Tribus, Trevor Daw, Adam Agostino, Paulo Hernandez-Farella, Alyssa Allen, Coco Alvarez-Mena, , Mariana Carrillo, Rebecca Troyak, Brianna Mims, Olivia Rose Euritt, Satori Folkes Stone, Megan Yamashita


:60 “I Wait for You” by Souls from album “Souls” on Columbia Records
:30 “Letter to the Moon,” by Miynt from upcoming release on Kobalt