Saatchi & Saatchi Greater China creates a micro-movie “That’s the taste” for Sands Resorts Macao starring David Beckham and egg-tarts

Saatchi & Saatchi Greater China’s recently released micro-movie for Sands Resorts Macao titled, “That’s the taste”, was a viral hit on the Chinese web. Legendary footballer David Beckham, along with Hong Kong and Mainland Chinese celebrities Luo Lan, Lam Suet, Liu Yan, Cao Tu Jun, Qiao Shan, and Yang Di are shown on the backstreets of Macao, as Beckham reminisces about the taste of the most amazing egg-tart. What ensues is a humorous and heart-warming story where Beckham and the others journey to find that original egg-tart and the kind, elderly lady who made it. After some adventurous rows through the city, Beckham finds the sweet elderly lady who years ago baked that first egg-tart for him. Today, the woman’s egg-tarts are sold in the emblematic Sands Resorts Macao.

VIEW THE FILM (in Chinese)

The micro-movie was directed by world renowned Traktor and produced by Stink Films, with Hollywood-acclaimed director of photography Nicolas Karakatsanis. The Saatchi & Saatchi creative team travelled to Macao and collaborated with the all-star crew to shoot the micro-movie. Specifically, the team drew out the culture behind Macao’s famous egg tarts to tell a creative story that played out on Macao’s local streets. The result was a touching narrative that resonated with local and foreign fans who come to Macao for the luxury of Sands Resorts as well as the culture of the city.

Within one hour of the micro-movie’s release there were over 5 million views. Saatchi & Saatchi Chief Creative Officer Fan Ng said, “Macao is a city with a strong culture, our ambition is that through this micro-movie we have helped Sands Resorts Macao celebrate the city’s distinct image. Whether it is superstars like Beckham or an ordinary person, everyone can create good memories in Macao. It is our intention to build an emotional connection between Sands Resorts and their customers that last beyond commercial advertising”.

Credits –

Business Director – Genevieve Lim