Boring Weekdays, Annoyed With Their Newfound Popularity, Come to Life in These Resort Ads

McCann looks to boost MGM National Harbor midweek attendance

Tuesday just wants to enjoy a book in silence, so why is everyone gambling and partying? MGM National Harbor

Actors portray days of the week—Monday through Thursday specifically, with a quick cameo by Friday—in MGM National Harbor’s new ads from McCann.

The work is designed to boost early- and midweek visits to the Maryland entertainment and gaming destination. After all, why wait until the weekend to blow your money on craps? (Kidding, of course. You could also spend it on stage shows and fancy bistros there.)

Last year, the agency introduced MGM National Harbor with an over-the-top cinematic spot. This new work takes a breezier tone, with the days of the week dropping by for a little attitude adjustment.

Take Monday, for example (played by Bob Clendenin, whom you probably recognize from his long history of appearances on TV shows like Cougar Town, The Middle and Scrubs). Can the resort’s amenities and attractions lift the spirits of such a downer day?

Tuesday comes next (duh), and she’s not used to boisterous good times so early in the week:

“While traffic is strong during the week, MGM National Harbor saw an opportunity to drive more traffic during that window,” says McCann New York executive creative director Chris Mitton. “It doesn’t have to be a weekend or special event destination.”

Perhaps the resort can even help get Wednesday over the hump:

Then here’s Thursday, who’s finally able to compete with Friday in the fun department:

“We cast on both coasts for the characters and saw a lot of people,” Mitton says. “It was really important to all of us that the characters were engaging and likable and we could feel their pain—that the mundane day they were used to had become transformed into something way more fun.”

Overall, O Positive director Jim Jenkins (of recent Dilly Dilly fame) deals a winning hand, as the spots deliver relatable, sitcom-y smiles that bolster the brand’s message without breaking the bank for silliness.

CREDITS:

Cast:
Monday: Bob Clendenin
Tuesday: Henny Russell
Wednesday: Victoria Kelleher
Thursday: Richard Pierre-Louis
Friday: Brandon Keener

Agency: McCann NY

Co-Chief Creative Officers: Tom Murphy & Sean Bryan
Executive Creative Director: Chris Mitton
Executive Technology Creative Director: Nir Refuah
Creative Directors: EJ Lee, Joey Monteverde, Carlos Wigle, Scott Cooney
Executive Strategy Director: Joe Konietzko
Strategy Director: Dan Wilkos
Social Strategist: Karishma Shah
Executive Account Director: Scot Beck
Group Account Director: Nancy Tynan
Account Supervisor: Alesy Iturrey
Account Executive: Jen Blake
Project Manager: Jess Avery
Chief Production Officer: Nathy Aviram
Senior Producer: Chance Bassett
Senior Integrated Producer: Dagmar Wong
Producer: Katie Boyko

Production Company (Film): O-Positive
Director: Jim Jenkins
Executive Producer: Marc Grill
Executive Producer: Ralph Laucella
Director of Photographer: Darren Lew

Editorial: Crew Cuts
Editor: Jake Jacobsen
Executive Producer: Nancy Shames
Producer: Diana Seldin
Colorist: Nice Shoes – Chris Ryan
Mixer: Sonic Union – Paul Weiss
Assistant Editor: Craig Rohrer
Executive Post Producer: Stephanie Norris
Conform/Composite: Dulany Foster IV & Delaney Porter

Assistant Editor: Craig Rohrer
Executive Post Producer: Stephanie Norris
Conform/Composite: Dulany Foster IV & Delaney Porter

Production – Stills
Photographer: Mitch Jenkins
Producer: Disco Meisch
Postproduction / Retouching: Smoke & Mirrors


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@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
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