• by Laurie Sullivan  @lauriesullivan, November 22, 2023

Some 20 years ago, Las Vegas was barred from running commercials during the Super Bowl -- specifically the “What Happens Here” campaign.

Now the official host city of Super Bowl LVIII is launching a quirky multi-platform campaign, Excessive Celebration Encouraged, to promote the big game. 

The Chad Johnson and Tobe Nwigwe-led spot premieres on broadcast television Thursday, November 23, during the Thanksgiving Day game between the Washington Commanders and Dallas Cowboys. 

“We’re in Vegas, Baby,” Johnson says in the video. “You know we’re going to celebrate.”

The Las Vegas Convention and Visitors Authority (LVCVA) is charged with marketing Southern Nevada as a tourism and convention destination worldwide.

LVCVA will release the 90-second music video in :30, :15 and :06 broadcast spots, including some re-creations of Johnson's iconic on-field moments, his impromptu marriage proposal, river dance, and Hall of Fame jacket moment. 

LVCVA also partnered with late-night host Jimmy Kimmel to spread the word.

Kimmel, a former Las Vegas local, supports the destination’s initiative, including a special appearance by Johnson on Jimmy Kimmel Live! Tuesday night on ABC. 

Fans can find the full video on the Visit Las Vegas YouTube channel and all other social-media platforms.

The original music track can be found on Apple, Spotify and TikTok. 

R&R Partners, the brand agency of record for the LVCVA, created and produced the video and the campaign.

The music video was shot in iconic locations across Las Vegas, including Allegiant Stadium, Caesars Palace, and Fremont Street Experience, among others.

Former NFL All-Pro wide receiver Johnson and Grammy-nominated artist Nwigwe are featured in the video, which accompanies a petition on Change.org. It urges football fans to encourage “excessive celebration” during the city’s first foray into hosting the Super Bowl. 

The microsite promoting the celebration proposes “everyone in Las Vegas must be allowed to celebrate freely” on February 11, 2024, the date of the Super Bowl. “The freedom to celebrate is undeniable, and we believe this extends to those participating in events hosted in Las Vegas,” according to the site.