Anthony Mandler directs world-famous icon David Beckham in luxury hotel and casino giant Sands Corporation’s new campaign for its Asian properties, the Venetian Macao and Marina Bay Sands in Singapore. The “Never Settle” campaign out of agency AR in New York is Sands Corporation’s first attempt at advertising for the Asian market, and spotlights the shared attributes of the David Beckham brand and the experience that the world-class properties deliver for its visitors.
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 a golden chandelier, suit and all.
In the spot for Marina Bay, 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 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 revelers.