Larry Bird, Magic Johnson and The Chainsmokers all pop up in the new TV spot to build awareness for the opening of the $2.6 billion integrated resort, Encore Boston Harbor, part of the Wynn Resorts empire.
The “A World Above” creative, developed in collaboration with creative agency The&Partnership, with media buying handled by m/SIX and AKQA, is set to the Frank Sinatra tune "Nothing But The Best" as an elevator travels around the world collecting amenities, like flowers and art, as well as the aforementioned personalities.
Sample the work here.
TV ads appear in Boston and surrounding markets, bolstered by radio, newspaper, and out-of-home. Digital and print will run in titles including Departures and Conde Nast Traveler.