VB&P Celebrates Sheraton’s MLB Partnership in ‘Go Beyond’ Extension

By Erik Oster 

Venables Bell & Partners launched an extension of the “Go Beyond” campaign it launched for Sheraton earlier this month, touting the¬†Starwood Hotels & Resorts brand’s MLB partnership.

As a Sheraton employee rounds the bases in slow-motion, the voiceover begins, “No bronze will be cast in her likeness, and a stadium will never change their name.” The scene shifts back and forth between the baseball field and the real race against time, revealed at the end of the spot.

“Safe” concludes by celebrating the employee’s “will to go beyond” as she slides to return a young Cubs’ fan forgotten glove just as the elevator doors are about to shut.

It’s a clear enough communication of the brand’s promise to provide services that will “Go Beyond” expectations. But missing in the feel-good story is an explanation of what goes into Sheraton’s partnership with the MLB. According to a press release, the chain provides visitors with complimentary MLB.TV Premium, news and scores via MLB Network and exclusive content about MLB players, pretty good selling points for baseball fans and perhaps a missed opportunity here.

Client Name: Marriott International, Inc.
Brand: Sheraton
Spot Name: Safe
Air Dates: 4/17/17

Agency: Venables Bell & Partners
Founder, Chairman: Paul Venables
Partner, Executive Creative Director: Will McGinness
Associate Partner, Creative Director: Lee Einhorn
Copywriter: Mike McGuire
Art Director: Tim Green & Sarah Ross
Director of Integrated Production: Craig Allen
Producer: Julia Oetker-Kast

Production Company: The Sweet Shop
Director: Mark Albiston
Director of Photography: Ryley Brown
Managing Director/Executive Producer: Laura Thoel
Executive Producer: Preston Garrett
Line Producer: John Malina

Editing Company: Whitehouse Post
Editor: Martin Leroy
Assistant Editor: Brian Gavin
Executive Producer: Joni Williamson
Producer: Leah Carnahan

Music Company: Songs for Film & TV
Music Composer: Mauricio Gasca
Music Supervisor: David Fisher
Final Mix: Matt Zipkin, One Union
Producer: Lauren Mask
Lead Sound Designer: Eddie Kim, Therapy Studios
Producer: Cait Campbell

VFX: Carbon VFX
Creative Director: John Price
VFX Executive Producer: Matt McManus
VFX Producer: Devon Irete
Colorist: Sean Coleman, Co3

Head of Brand Management: David Corns
Group Brand Director: Michael Chase
Brand Supervisor: Emily Hurwitz
Business Operations Manager: Francesca Robertson
Business Affairs Manager: Yelena Kompaneyets