The Cosmopolitan hotel-resort in Las Vegas recently aired its first commercial following the season finale of “Mad Men” featuring hundreds of little furry animals. Obviously there is no correlation between hotel-resort and these animals but it certainly sparked viewer’s interest and curiosity which was the aim of the commercial. The hotel-resort is scheduled to open its doors in approximately two months.
The Commercial
The commercial was shot on a set resembling the Cosmopolitan hotel-resort and features societal taboos such as an old woman groping a younger man, a bellhop missing his pants while working and a dominatrix being strapped into a sexy corset. The advertisement was quite provocative and sexy.
The Cosmopolitan Vice President of Brand Marketing did not want an advertisement with people eating a one of the hotel-resort’s many restaurants and a few people gambling. Instead, their aim was to shock the viewers while enticing the customer to learn what the Cosmopolitan is all about. The primary target for this commercial is the curious class.
The naughty behavior (what you would expect in Las Vegas) at the beginning of the advertisement was soon overtaken by cute kittens and fluffy rabbits and chicks. The advertisement concludes with the Cosmopolitan’s slogan, “Just the right amount of wrong.”
The Symbolism
Naturally, the creative viewers broke down the symbolism in the commercial. However, the intent of the advertisement is to be a juxtaposition of naughty and nice. For those that do not understand the point of the message, they indicated they were interested in finding out more about the property.
click here to see most Popular PagesThe Curious Class
Unfortunately there is no specific demographic or defined marketing terminology for the curious class. However, it is viewed more as a shared attitude among a group of people. Therefore, specific age, location and income have no bearing. Instead, these individuals are creative, well-traveled, open-minded and like new ideas.
The Ad Agency
The commercial was created by Minneapolis-based ad-agency Fallon. They have worked with other major brands such as Starbucks, Travelers, Holiday Inn Express and NBC Universal. Fallon has also taken on the role of managing the Cosmopolitan’s print and electronic ads.
This advertisement is a great lead into their opening. By airing the commercial for the next two months until the grand opening, they should be able to attract a large number of curious customers.
