David Beckham leads Sands Hotel’s “Never Settle” campaign for the Venetian, Macao and Marina Bay Sands Singapore via AR New York

World-famous icon David Beckham leads the new campaign for luxury hotel and casino giant Sands and its Asia properties, the Venetian, Macao and Marina Bay Sands, Singapore. Created by agency AR in New York, part of Publicis Groupe, and directed by renowned filmmaker Anthony Mandler, the campaign “Never Settle” is Sands Corporation’s first global advertising campaign.

VIEW SPOT ONE

VIEW SPOT TWO

AR Executive Creative Director Paul Eustace explains, “The campaign idea ‘Never Settle’ means never having to compromise and always seeking the unparalleled; from amenities and experiences to the choices we make in the ways we live.” The series spotlights the shared attributes of the David Beckham brand and the experience that the Venetian Macao and Marina Bay Sands Singapore delivers for its visitors: luxury, excitement, worldliness, and the confidence to live beyond your wildest dreams. Beckham brings a suave sophistication to the promos, which are exquisitely crafted in the cinematic style that Mandler is known for.

The first advert opens on the celebrity ex-footballer arriving at the Venetian Macao to the flash of cameras. Beckham serves as our guide, drawing us along as we take in the high-end shopping, restaurants, a boxing match and gondola rides. Mandler’s camera moves around him as he navigates the gilded halls, even giving us a cheeky reminder of Beckham’s footballer pedigree as he bends it like himself, kicking a ball over the golden armillary, suit and all.

In the spot for Marina Bay Sands Singapore, a stylish Beckham once again allows us privileged entree into an opulent world, one that seems both accessible and fantastic. The architectural beauty of the Marina Bay Sands Singapore, mirrors the architectural composition of Mandler’s shots as he alternates between images of Beckham solo against a backdrop of subtle elegant details, and Beckham amidst the nightlife revellers. 

The new Sands global campaign adds to the list of notable collaborations between Beckham and Mandler, who has directed many of the athlete’s endorsement partnerships for brands such as Breitling watches, Motorola, EA Sports, Adidas, Yahoo, and David Beckham Homme fragrance. Mandler also treated fans to a candid glimpse of David Beckham’s road to self-discovery in the 2014 BBC/Showtime documentary Into the Unknown.

A prolific commercial director, Mandler is the visionary behind high-profile campaigns for global brands such as Cadillac, Chevy, Lexus, Almay, Max Factor, Hugo Boss, 1800 Tequila, Three Olives Vodka, Nike, Reebok and Samsung. Also one of the most sought-after music video directors of today, Mandler is known for creating the brand-altering visuals for the biggest names in music, including Rihanna, Jay-Z, Beyoncé, Lana del Rey and Taylor Swift.

Credits –

Hair Stylist Alain Pinchon @ Streeters London