JW Marriott focuses on its employees (or "associates," as they're known within the company) in a stylish black and white spot created by Mother New York for the hotel chain.
Shot by Swedish director Gustav Johansson, the beautifully-choreographed ad features employees interacting playfully with both the customers, and each other, from a concierge welcoming a little girl with origami to a waiter dancing through the corridors and another employee gracefully holding the pool guy as he uses his net. All the staff look like they're having a ball, whether it's smiling as they wash windows or cooking up a storm in the kitchens. "Treating guests exceptionally starts with the way we treat each other," explains the voiceover.
It's all very balletic, and indeed the wider campaign, which includes print executions, emphasizes that JW Marriott partners with The Joffrey Ballet to create a program to develop their associates' natural poise and grace.
The ad was shot at the recently-opened JW Marriott Venice Resort & Spa, and features several of JW Marriott's chefs, including MichelinÂ-starred Chef Giancarlo Perbellini of JW Marriott Venice.