Bellagio celebrates its 25th birthday with a luxe version of the kids’ game warmer/colder

McCann crafts a nicely choreographed spot with a woman in black searching for the source of piano music at the resort

Published On
Aug 29, 2023
A woman in a black dress standing in the Bellagio

Editor's Pick

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.


Aug 29, 2023
Client :
Agency :
McCann-New York
President & COO :
Ann Hoff
SVP Marketing :
Sarah Moore
VP Brand Strategy :
Cat Schmit
Director of Brand Marketing :
Malik Husser
Brand Marketing Manager :
Tricia Kapuno
Brand Marketing Manager :
Jonathan Anguilar
Marketing Specialist :
Angelique Tang
Co-Chief Creative Officer :
Pierre Lipton
Co-Chief Creative Officer :
Shayne Millington
EVP Executive Creative Director :
Cristina Reina
EVP Executive Creative Director :
Pete Johnson
SVP Group Creative Director :
Jordan Kramer
SVP Group Creative Director :
Leopold Billard
Junior Art Director :
Aubrie Cardon
Junior Copywriter :
Dillon Hansen
Chief Production Officer :
Aaron Kovan
Senior Producer :
Jory Sutton
Producer :
Manny Roblero
Senior Music Producer :
Colleen Dahlstrom
Junior Music Producer :
Madison Rowe
SVP Director of Business Affairs :
Wilmien Blake
Business Affairs Manager :
David Halberstadt
Business Manager Music :
Jamie Jou
EVP Executive Account Director :
Scot Beck
SVP Group Account Director :
Tessa Cosenza
Account Supervisor :
Max Campbell
Account Executive :
Ruby Gostelow
Chief Strategy Officer :
Emily Portnoy
SVP Strategy Director :
Justin Luk
Associate Strategy Director :
Ellery Gitkin
Project Manager :
Olivia Gemitti
Production Company :
Good Company
Director :
Alex Moors
Executive Producer :
Mel Roy
Line Producer :
Michael Angelos
Photography :
David Needleman
Editorial :
Head of Production :
Laura Molinaro
Producer :
Natalie McQuaid
Editor :
Adrian Ryan
Assistant Editor :
Lauren Hayes
Finishing Producer :
Mark Reyes
Color :
Ron Sudul
Flame Artist :
John Shea
Mix Engineer :
Michelle Kerzner
Music :
Amphibious Zoo
Music Consultant :
Mike Hicks
Executive Producer :
Michael Thornton
Executive Producer :
Randy Thornton

Need a credit fix? Contact the Creativity Editors

Project Type