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The Cosmopolitan of Las Vegas’ first commercial debuted during the season finale of “Mad Men” on Oct. 17.
Friday, Oct. 22, 2010 | 2:05 a.m.
What do hundreds of furry, little animals have to do with the Las Vegas Strip’s newest resort?
Apparently nothing, but they piqued viewer curiosity during the Cosmopolitan of Las Vegas’ first commercial earlier this week — and that’s exactly what the resort wanted.
Just two months before its opening, the $3.9 billion hotel-casino debuted its curious and provocative TV ad during the season finale of “Mad Men” on AMC Sunday evening.
The ad was shot on a set modeled after the soon-to-open Cosmopolitan and features cultural taboos such as an elderly woman groping a much younger man, a pantsless bellhop and a dominatrix being strapped into a corset.
“We didn’t want to take the prescribed approach of showing three people at a restaurant and a few people at a slot machine. You know what’s here and we are just going to show why we are different,” Cosmopolitan Vice President of Brand Marketing Lisa Marchese said.
The naughty behavior is exactly what you’d expect at a Las Vegas resort, until a flood of kittens, rabbits and chicks enters the party scene. The 60-second ad finishes with the slogan, “Just the right amount of wrong.”
“I’ve heard lots of conjecture about what it symbolizes, but it’s really just the juxtaposition,” Marchese said of the unexpected appearance of the animals. “It’s provocative and jarring in what we hope is a good way. Even if you don’t get it, almost every person we talked to in our testing said, ‘I want to go find out more,’ and that’s really what we wanted to achieve.”
Marchese said the ad targets the curious class,” which isn’t defined by typical marketing terms.
“It’s not so much a demographic. It’s more of a shared attitude, so it defies ages and locations and incomes. But it’s a general open-mindedness. People that are creative, like new ideas, like to travel, try new restaurants — it’s that innate explorer,” Marchese said.
The ad agency behind the thought-provoking commercial is Minneapolis-based Fallon. The group is responsible for ads for brands such as Starbucks, Holiday Inn Express, Travelers and NBC Universal. Fallon is also handling Cosmopolitan’s print and online ads.
The ad will continue to run in what Marchese called “feeder markets” such as Southern California, New York, Chicago and San Francisco. Marchese said the ad, which is also airing in Las Vegas, will run through the Cosmopolitan’s Dec. 15 opening and into the beginning of next year.
“We’re really proud of it. It hits all the strategic marks that we were going for,” Marchese said. “The thinking was we needed to do something breakthrough and unexpected, because I think that’s our brand.”
The Cosmopolitan of Las Vegas dares to be different. From the hotel’s red reservations desks to fine art found throughout the resort, The Cosmopolitan’s signature style is helping to pave its own path on the Las Vegas Strip.
Upon entering the resort, you’re greeted by pillars of video boards playing video art by Digital Kitchen and David Rockwell Studio exclusively produced for The Cosmopolitan. Just beyond that, you’ll find all your favorite casino games on the resort’s 100,000-square-foot casino floor.
The Cosmopolitan’s rooms standout as the resort’s most unique feature. About 2,220 of The Cosmopolitan’s 2,995 rooms have 6-foot deep terraces that span the length of the room, a first at a modern Strip hotel. Other in-room amenities include soaking tubs, kitchenettes and quirky accessories like artsy coffee table books.
The dining experience at The Cosmopolitan isn’t something you’ll find at other Strip resorts, either. All of The Cosmopolitan’s 13 restaurateurs are new to the Las Vegas market. You’ll find American steakhouse fare in a modern setting at STK, top-notch sushi at Blue Ribbon Sushi Bar & Grill and the freshest fish flown in from the Mediterranean daily at Estiatorio Milos.
Whether the sun is up or down, Marquee Nightclub & Dayclub is the place to find the party at The Cosmopolitan. The venue is a dayclub/nightclub, complete with a pool and cabanas outside and three different rooms with three different vibes inside.
If nightclubs aren’t your thing, you can grab a drink at one of The Cosmopolitan’s five other bars, like The Chandelier, which is encased in 2 million dripping crystals.
They actually pay people to come up with junk like this? I'm sure it will appeal to the average middle-class American. What a dud!
Who knows whether this type of ad will work?
What has worked wonderfully for Las Vegas is Deutsche Bank's decision to complete and open the Cosmopolitan.
Let the jobs and the fun begin on December 15th.
Comment removed by moderator. Removed at original poster's request.
If you don't "get" the video, it's likely because it's not targeted to appeal to old codgers....
I thought the ad was great! I think the property should continue going after the adult demographic and I hope they keep the topless pool. There's a market out there of people that are post college age(25+)on up that would like to go to a place like the Hard Rock but don't want to deal with frat boys or Snookie wannabes and have no interest in winding up on a reality show. They probably have more disposable income as well.
GREAT ad.
Never underestimate the power of advertising, and this one does surely tit uh late.
I like the ad! It gets your curiosity up, for at least a stop by to see what it is all about!
She's pretty hot. I'd show up just to hang out with her.
Loved it.
Cool ad, although with Tivo and Netflix, I rarely see them.
I'm glad to see that I'm not the only one who thought this was weird. I was watching television two nights ago and this ad came on. At first I thought it was one of those super sexy Levis commercials and then the animals started popping up. Of course, you really didn't get a clue what in the hell the thing was advertising and when it simply said Cosmopolitan Las Vegas with that bizarre slogan at the end I turned to my wife and we both looked at each with raised eyebrows.
I wonder sometimes if these casino executives, oh I don't know, look out of a window or read a newspaper? You would have thought by now that they would have realized that this sort of thing is not only passe but isn't working.
I think it's obvious that Las Vegas thinks a little too highly of itself and the people running this town are more concerned with being "cool" than they are with being successful. They'd rather win an award for a clever ad than actually be able to pay the bills to keep the lights on.
We'll see how cool they think they are when their first quarter earnings get reported next year.
TFowles... "the ad alarmed us..." Gimme a break!!! Take your group to Nashville then, sounds like where they belong.
Yes, we're desperate for business, but you can't take the "edge" out of Vegas and it's not for everyone.
I would expect the 1st Q earnings for this property, and several quarters after that, to be lackluster. It won't be a result of the ad though. I think the ad will get attention and invites one to figure out what to make of it. It's not a 20% sale ad, but a thought provoking ad. I like it...
This advertisement is the exact reason the Las Vegas market is struggling. Why did the Cosmopolitan go out of market to hire an agency. Although a very nice advertisement, there are plenty of creatives in Las Vegas who could have done this same work. Now the money they spent to create this will be spent in Minneapolis and not our community.
grand flippin slam!!!
Yeahnay... your right, I thought it was local & state law that R&R gets all of this business!
R&R only gets the budget of the Las Vegas Convention and Visitors Authority (which has been as high as $400 million). All of these casinos take their business out of state. They also do very little to improve the city as a whole, giving almost nothing to charities. They express no civil responsibility. But are the first to complain and go after locals to bolster their revenue when there is a downturn.
Now that's creative marketing. I think it will work as well as Frank Sinatra telling Steve Wynn "make sure I get plenty of towels"... TOWELS! "Only in Las Vegas!"
The best and brightest companies are going to have a hard time justifying locating here or staying here when the high school dropout rate is above 50%. Companies want to know they can hire quality, smart, educated people.
Whether it be ad companies, insurance companies, technology companies. This city better get a handle on a problem that will plague it for many years to come. It's still mind boggling that less than half of the students who enter Las Vegas schools graduate.
Hope the Cosmo does well. I liked the ad. To the guy having second thoughts about having a convention there because of the ad and a possibility of a topless pool. This is Las Vegas, not the bible belt cities. Most of the large resorts here have "adult" pools. You sound better suited to a convention in Salt Lake City.
As a Local there is no way this Casino succeeds . What's the big novelty with Topless pools . In Europe all the hotels are topless in restricted areas. We don't need another luxury Casino . We have enough with Encore ,Bellagio, Paris,Pallazo,Wynn ETC. It will do well for a while and after the novelty wares off they will be Comping and lowering their outlooks. Icahn and Boyd Casinos did the right thing by suspending building.Maybe in 5 years things will pick up.
This ad is fantastic, sexy, dangerous and daring ... Exactly what Las Vegas is supposed to be.
We have lost our way over the past 20 years. If the Cosmopolitan could actually capture this essence in its day-to-day operations, then it might save Las Vegas for those of us who love this city for everything it was. The problem is, how do you keep the curious kittens from ruining the party? In the ad, you just open the door and shove them out, but in real life, the pedestrian masses and curious kittens too often pay the bills.
Remember, kittens, if this ad doesn't speak to you, not only are you not in the target demographic of the Cosmopolitan, you are not in the target demographic of Las Vegas. The future of Las Vegas is tomorrow!
Don't mind the ad, actually like it a lot, until the animals showed up, then I thought it was a bit of a stretch. As a resident, I hope the property does well but also being in the industry, word is that this group is incredibly arrogant from the top down. That's why Marchese went with Fallon, she didn't give any local shops a serious look at all. Most of the Cosmo employees came from Harrah's where they force feed the brand speak. Hence Marchese's diatribe. Bottomline is its a nice ad but I think the people at Cosmo will eventually screw it all up. Either by panicking and going back to their Harrah's mentality once the honeymoon is over, or going way way overboard, which this ad almost reaches that tipping point. But coming out of the chute, it is an intrusive compelling spot. I do think the Cosmo is sold within two years. And one final thought as I'm rambling, I wonder what the Marriott family thought of the ad since they're involved now.
TFowles, I really like the idea of your company going to Nashville, but they probably do topless sunbathing there too. So, Salt Lake City it is!
VegasShells and Birdiedreamin and James Reza, you said it all.
This is one cooooool commercial. Made me want to go see the place right now...
Good ad, will take away from Palms/Hardrock business.
TFowles,
The beauty of Las Vegas is that if you don't like one hotel or venue, go to another, there are plenty to choose from.
From my own experience I can say there is no better place to have a trade show or convention when it comes to bang for the buck.
TFowles,
My sorces tell me that your company couldn't aford the Cosmopolitan. All signs point to your company having their meeting at Palace Station!!
logic_should_rule,
It doesn't matter where TFowles' company holds a meeting, as long as they hold it here. :)
I hate to say this but the gal in the picture holding the chick looks like one of the countless gals we have seen in Metro photos after a prostitution bust. She looks all of 17 years old in that photo. It would have been better to use a more sophisticated looking ie older female and/or male to advertise. Not some kid who just graduated (maybe) from high school.
PS The kittens were the best thing in the commercial!!!
It is the same sick adverising that encourages all the illegal behavior that is overlooked in this state which the employees have to be the brunt end of. Why does this city have to continually spiral into hell and prostitute our children!!
<This ad is fantastic, sexy, dangerous and daring ... Exactly what Las Vegas is supposed to be>
LOLOLOL God, advertisers LOVE people like you JamesReza! You'd buy anything regardless if it is quality or crap. It is not creative in any sense and certainly not dangerous nor daring. The Old Spice guy is more sexy, dangerous and daring than this piece of crap. It is just a "blah" commercial advertising ANOTHER upscale casino/resort in Vegas. Nothing that is going to entice your average American to rush off to Vegas and stay at the Cosmo.
BTW - the senior citizen woman dancing with the young guy - what exactly ARE they advertising here? Escort services???
Det_Munch, as a Las Vegas native, I'm qualified enough to have an opinion. Use your real name and I'll address you. And can't you find another word other than "crap"?
Hey James Reza
I lived in Vegas for 7 years. I am not totally unaware of what happens there. And let's face it: REALLY look at the commercial. WHAT are they REALLY trying to say? You have a bunch of kittens make an appearance and yet you have an 85 year old woman who is dancing with someone young enough to be her great grandchild (and do not say "maybe it is" since she grabbed his ass!!). Is that condoning escort services or male prostitution? Are they saying that every woman who visits will be able to live out their fantasies? (for a huge price of course). "Room Service" will have new meaning (just dial #69 from your room). Then of course the usual T&A featuring what looks like one of Metro's hooker busts. When an ad or commercial makes you scratch your head - you tend to wonder what they are trying to sell. As annoying as she is, we ALL know the Progressive Insurance gal is selling insurance. What IS the Cosmo trying to sell? The luxury of the hotel or just the usual Vegas stuff - stuff that is a dime a dozen in Vegas.
It amazes me at the power of Las Vegas to so capture the imagination of the world that someone who doesn't live here would waste time typing twelve-hundred-plus anonymous comments criticizing Las Vegas on a Las Vegas news website. If one isn't invested, then their opinions about how we should run our city have little, if any, value.
Um James...there are less than two million residents here and we rely on the 25 plus million visitors a year to keep this entire state afloat. So, actually, people who don't live here are very much invested in Las Vegas and can make or break our economy.
What you and the out of touch casinos executives seem to either ignore or simply not understand, is that the Las Vegas market is driven almost entirely by word of mouth. The experiences that someone has here are much more powerful than clever art pieces masquerading as a genuine message. If someone from Iowa visits and has an unpleasant experience, for one reason or another, they will go home and tell everyone about it. Those who haven't been will question whether or not they themselves will want to spend the time and money to visit.
Las Vegas is living under a delusion that there are many more wealthy people in America than there actually are. Furthermore, even though the Las Vegas as we know it is only about twenty years old, the gaming companies seem to think that our offerings are so legendary that they don't need clear concise advertising. Take the Disney Corporation. Their theme parks will get in a year nearly four times the entire annual visitorship of Las Vegas. That said they have a sweeping marketing campaign with a clear message of what people will expect should they visit. After almost 100 years they still need to stay in touch with their loyal and potential guests.
Las Vegas and Las Vegans have gotten their heads so swelled by a few meager, and past, successes that they think they can do no wrong. Everything now is being blamed on the economy but the fact remains that solid companies are weathering this latest economic crisis and Las Vegas is not.
I am frequently disgusted by Las Vegans who can only criticize their critics while blindly walking in lock-step with the failed logic that is dragging us all down. I guess, however, the proof is in the pudding, as they say. We have one of the worst education systems in the country and the results of that are evident every day from the performance of the local economy to the sort of people who run for political office. Making petulant, childish remarks because you yourself are offended by criticism is not helpful to the dialogue. And, as I've said before, there are many of us who prefer our privacy but still have a valid opinion.
So the moral James: Clever, arty advertising that makes people scratch their heads is just plain dumb when our city is teetering on the edge of economic disaster. Don't defend it and don't criticize people who don't get it. They're the ones who hold our futures in their hands.
So let's see ... Cosmo has a sign out front ... a cool TV ad ... and ... hmmm .
Do they have the first dollar they ever made, framed and on the wall yet?
"Further note, there are at least 10 other resorts in town desperately trying to chase after wealthy 30-50 year olds who have money to burn"
Martin9
Well said. Actually your whole post was well said. The Cosmopolitan is up against incredible odds. And what do they do - produce a commercial that really doesn't sell anything but, in my opinion, the same old stuff all the other upscale hotels have just a little different spin on it, ie Grandma can pay $1000 to have a young man "accompany" her to an event (didn't realize the bingo parlors had "black tie nights") (BTW - when was the last time anyone saw people dressed as that lady, who Cosmo wants us to believe she is just a "tourist", and the guy are in that commercial at a casino ?? If people DO dress such as those portrayed, and they DO, it certainly is not because they stayed at the Cosmopolitan but are part of the local community at a private event. (Reminds me of a Two And A Half Men episode when Charlie went with his Mom to a society event!)
Unless the hotel is going to give people a reduced air fare, an incredible room rate AND money to gamble with - it is just like any other hotel on the Strip. People already know they can act like total fools in Vegas - they just want something to lure them there so they can hire the hookers, drink themselves into oblivian and a chance at winning "THE BIG ONE". And there are plenty of hotels they can do all those things at. Cosmo is no different.
Tell ya what, Cosmo...show me an ad stating you aren't doing 6:5 blackjack and i might consider staying there.
Bottom line for any advertisement is are they going to remember the message, the name of the place.
In this case, yes they will because the advertisement is different and will attract the attention of many different types of people.
There are to many commercials today that we remember the ad, but don't remember the product. They did a good job on this one that people are going to remember who did it.
Wish them well, every little bit helps Vegas and that is all that counts at this point.
Those that are reading to much into it: "hookers" and such, you have to much time on your hands with nothing to do but bash Vegas. Get over it, Vegas will come back as it has before. It always does, even without the help of the haters.
I have been here 50+ years, I do have a clue. ;)
Det_Munch---Only the feeble minded would take the ad literally. Some of the comments only reinforce what I stated earlier, the ad isn't targeted to old codgers. That's not their market.
@vegaslee: The first rule of investing is, "Past perfomance is not a guarantee of future results." You may be right that Vegas will bounce back, but pointing to the past is not a sound argument for your position.