These hotel ads about 'missed connections' target sappy Millennials

Virtue plays out singles' efforts to find 'the one' for Park MGM resort

Published On
Oct 10, 2018

Editor's Pick

On the heels of a series of (very) short films from Michel Gondry and his brother Olivier, Las Vegas resort Park MGM continues its exploration of modern love with vignettes of missed connections, stories of people who met briefly and are looking for another chance to see if sparks fly.

A 30-second anthem film from Virtue (above) illustrates these near-miss encounters with real posts from people in Las Vegas. Aerial shots make these would-be lovers look like ships passing in the night while the stories are read in voiceover.

“I was the girl pretending to stare at my phone but trying to steal glances at you,” begins one account, as a movie theater clears out. “Did you notice? I don’t usually do this, but you are exactly my type.” (Does anyone “usually” post missed connections?)

If the sentiment is a bit sappy, so are people who visit Vegas, at least according to a study Virtue conducted as part of its research. Of millennials thinking about visiting, 62 percent believe in love at first sight, and 78 percent believe “the one” is out there. (In a damning indictment of boomer and Gen X parents, 44 percent of millennials surveyed learned about love from movies.)

In addition to the anthem, four stories are spun out into their own 15-second spots, featured below. The campaign is running on TV, OTT, digital and social placements for the rest of the year.

 

Credits

Date
Oct 10, 2018
Client:
Park MGM
Agency:
Virtue Worldwide
Chief Creative Officer:
Cameron Farrelly
Group Creative Director:
Heather Pieske
Group Creative Director:
Trent Rohner
Creative Director:
Andy Verderosa
Creative Director:
Jean Morrow
Art Director:
Sophia Moore
Art Director:
Paul Raffaele
Copywriter:
Alanna Watson
Copywriter:
Madeline Leary
Head of Strategy:
RG Logan
Strategy Director:
Quay Fox
Communications Strategy Director:
Justin Schneider
Senior Communications Strategist:
Taylor Delbridge
Music Supervisor:
Charlotte Von Kotze
Associate Account Director:
Carli Nicholas
Account Supervisor:
Hagan Rushton
Producer:
Danielle Gruden
Head of Production:
Emma Starzacher

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