San Diego-based agency 62ABOVE (formerly known as i.d.e.a.) unveils its Super Bowl ad for Harrah’s Resort Southern California. Produced by Caviar and directed by Benjamin Mege, “More Than A Place” sees the return of Rob Riggle as the ‘Mayor’ of Funner, California. The spot will air regionally in San Diego and Las Vegas during the Super Bowl, with the Vegas spot offering a free room to any Nevada resident over the age of 21 for one night in Funner, CA.
In the ad, regal Mayor Riggle explains how Funner is more than a place - it’s a state of mind. Showcasing his design and art direction background, director Benjamin Mege seamlessly transports the viewer through purple and gold-tinted scenes of glitz and leisure. There’s a cheeky air to the gloss of each setting, as VFX by Santa Monica-based studio JAMM gild each tableau with a larger-than-life luxury.
Funner, California was created through the partnership of the agency and Harrah’s Resort Southern California in 2016 and launched with the city's first Mayor, David Hasselhoff. In 2019, Rob Riggle was introduced as the new Mayor of Funner, along with his trusty steed, Albert the Alpaca, at his side.
Client: Harrah’s Resort Southern California
Senior Vice President & General Manager: Darrell Pilant
VP of Marketing: Beau Swanson
Director, Resort Marketing: Amber Lussier
Agency: i.d.e.a.
Creative Director – Austin Lane
Executive Producer – Eric E. Staley
Copywriters: Scott Johnson, Austin Lane
Account Management Supervisor – Sarah Lipton, Jen Ramirez
Account Assistant Executive – Emma Farrell
Production Company: Caviar, LA
Director: Benjamin Mege - https://www.benjaminmege.com/
Director of Photography: Damian Acevedo - http://www.damiandp.com/
Producer: Rebecca Donaghe
Editorial: Stitch
Executive Producer: Mila Davis
Producer: Alex Hooker
Editor: Dan Bootzin
Audio Production: 740 Sound
Executive Producer: Scott Ganary
Producer: Jeff Martin
Lead Mixer: Chris Pinkston
Assistant Mixer: Brittney Gomez
Finishing and VFX: JAMM, Los Angeles
Executive Producer: Asher Edwards
Senior Producer: Ashley Greyson
Creative Director: Benoit Mannequin