The Bellagio in Las Vegas is celebrating its 25th anniversary by launching “This Is the Life,” a campaign aimed at capture how guests experience at the resort.

A new spot, “Warmer,“ was created by McCann New York. The agency worked with the Bellagio in 2021 to create the ads “Joy“ and “Timeless,” which captured the joy of taking a trip to the Las Vegas Strip.

The new spot features a woman dressed in a black, flowy dress and black heels. She is curious to discover the magic within the Bellagio Hotel as she dances and moves elegantly to the sound of the piano being played inside the hotel.

“In its purest form, this campaign has always been about how Bellagio makes guests feel; it’s about those magical moments that remind us of who we are, what we love, what’s most important, and how beautiful life can be,” said Pierre Lipton, co-chief creative officer at McCann New York.

Lipton added that the agency was “inspired by the playfulness and wonder of the child’s game of warmer/colder. The game is about letting go and seeing where the moment leads you.” 

Alex Moors directed the romantic ad, while the photographer David Needleman captured a set of forthcoming stills. The photos reveal moments when guests are experiencing the sentiment captured by the tagline, “This is the life,” according to the agency.

The campaign will run on platforms including broadcast TV, connected TV, digital social and OOH until the end of the year.