Monte Carlo Resort & Casino - Unpretentiously Luxurious - print, USA

ron day voo
tray sheek
bone app a teat
duh botch or ee

David&Goliath have created a new campaign for Monte Carlo Resort & Casino. It's trey sheek, man.

Monte Carlo’s Unpretentiously Luxurious campaign is a user-friendly guide to a Las Vegas resort where everyone can celebrate the true meaning of luxury. By contrasting sophisticated photography shot by renowned photographer Nadav Kander with interactive, word play headlines that pay homage to the property’s French Riviera roots, the campaign brings an approachable, irreverent sense of elegance to Monte Carlo.

Unpretentiously Luxurious completely rewrites the strategy of how to sell yourself as a luxury brand. It proves that in both good and bad economic times, people can afford to have a little fun and live extravagantly without spending extravagantly.

Agency: David&Goliath
Product Name: Brand
Client: Monte Carlo Resort & Casino
Campaign Breaks: Mid June 2009
Name of Executions: Unpretentiously Luxurious
Where Running: LA Magazine, 944 Magazine, Chicago Magazine, Conde Nast Traveler, Food & Wine, Travel & Leisure & OOH in Los Angeles and Chicago (regional only)
Media Agency: MGM MIRAGE
Target Audience: “Savvy Luxury Experiencers”: this target seeks high-end experiences and service at a resort that makes them feel both special and welcome

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Grant's picture

For some reason, I'm really liking these. Different. Simple. Engaging. Stupid and smart at the same time. G.

Dabitch's picture

I'm on the fence. I can't decide if they're funny or just tacky.

cowboyjon's picture

Its a complete rip-off of the work by Ruscha. Come on people!!!

I suggest you read this article then add yourselves on the end:

Dabitch's picture

I would but you're not linking an article, you're linking an entire blog.

Grant's picture

Let's face it. The whole idea of a casino resort is somewhat tacky to begin with.

larson's picture

While the photography is nice, even though reminiscent of clothing, cosmetic, sun glass advertising imagery over the past numer of years, therefore, certainly not stylistically ownable. It falls into the generic category.

Strike one.

The concept is less that smart, based on this creative, there is no reason for a consumer to have this hotel as a destination. There isn't an ownable consumer benefit—I'm sure there are many hotels within Las Vegas that are as "nice" if not nicer for the same money.

Strike two.

"Word play headlines that pay homage... quack, quack, quack", the agency and client are talking to themselves—not the consumer. What else is new?

Strike three.

PDXsays's picture

Yeah... my first thought was, "Hey.. that's my college dorm. Even down to the high-rise view and pool side at the PhysEd facility."