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Marina Bay Sands says ‘Never Settle’ with David Beckham campaign

Marina Bay Sands unveiled its latest advertising campaign starring global sporting legend David Beckham.

Directed by American director and photographer Anthony Mandler, the multi-million dollar ‘Never Settle’ campaign enables consumers to discover the integrated resort through the eyes of Beckham in a series of print and television commercials. Featuring Beckham, the campaign highlights the luxury retail, fine dining, leisure and entertainment experiences that have become synonymous with Marina Bay Sands.

“The Never Settle campaign brings to life the shared values and passion of Marina Bay Sands, our consumers and David Beckham, celebrating the spirit of advancement that inspires an ongoing pursuit of excellence. It’s about experiencing the best that life has to offer. As we progress into 2015, we’re committed to delivering exceptional and memorable experiences that live up to the Never Settle concept,” said George Tanasijevich, CEO and President of Marina Bay Sands.

The four advertisements from the campaign will appear in local and regional dailies, magazines and billboards across Singapore, Indonesia, Malaysia and China, with the commercial airing on various digital platforms, TV and network cable channels.

David Beckham said, “I have collaborated with Marina Bay Sands on a wide range of projects ranging from charity events, inspirational workshops and festive celebrations. This is a brand that always aspires to be the best in everything it does. That’s why I love Marina Bay Sands. I am thrilled to be part of its story for the ‘Never Settle’ campaign, which is about a celebration of an amazing destination.”

Conceptualised by creative agency AR New York, the commercial and print advertisements were shot over two days at Marina Bay Sands in early October 2014, across many of the property’s iconic locations such as the Sands SkyPark, The Shoppes at Marina Bay Sands, ArtScience Museum and the Lion’s Bridge.

In conjunction with the campaign, Marina Bay Sands will be hosting an interactive online game themed around the ‘Never Settle’ concept from 16 March.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.