• by Danielle Oster , Yesterday

Country musician Orville Peck is seldom seen without his signature Lone Ranger-esque mask. So it was a pretty big deal when he lost it while on tour.

Peck recounts the ordeal for the latest installment in Marriott International luxury hotel brand W Hotels’ “Hotel Tales” series, entitled “The Masked Chase.” He relates that he was reaching for the mask backstage before a show, when he realized he left it on his laundry bag in his room. The story concludes with a W Insider (the brand’s name for its dedicated concierge service) tracking down the mask and delivering it to Peck’s room, on a silver platter, allowing Peck to retrieve it before showtime.

The new campaign was shot in and around the recently renovated W Austin. In addition to the 47-second “Hotel Tales” installment, there’s also a 15-second edit, and four 6-second versions, as well as four behind-the-scenes videos, an upcoming trailer, and additional social media assets. The campaign is running across platforms including TikTok, Instagram, and YouTube, with paid media support.

The brand worked with creative agency Tux Creative House on the “Hotel Tales” global video series, which is built around unexpected “you just had to be there” stories calling on audiences to “next time, be there.” Tux won the W Hotels on a project basis last year, following an RFP process.

Peck’s spot follows appearances by actress Chloë Sevigny and multidisciplinary artist Miranda Makaroff. The approach, featuring unexpected, ostensibly true stories from cultural celebrities, has proven successful. The previous spots collectively racked up over 13 million views for the brand.

“Landing these short and curious stories that align tightly to our choice of talent isn’t easy, but the hard work to get there is seriously fun,” Tux Creative Director Chelsea Matthews said in a statement.