David Beckham’s love of Chinese egg-tarts drives the action in a campaign for Sands Resorts Macao.
The ‘micro-movie’ ad, which was created by Saatchi & Saatchi Greater China, sees the legendary footballer leave the resort to travel through the backstreets of Macau in search of a memorable egg-tart store.
Beckham is joined by Hong Kong and Chinese celebrities Luo Lan, Lam Suet, Liu Yan, Cao Tu Jun, Qiao Shan, and Yang Di on his quest, only to end up back at the Sands Resorts, where the egg-tarts are now sold.
The campaign, called “That’s the taste”, aims to celebrate Macau and its unique culture as a destination for travellers, as well as promote the resort. It was directed by Traktor and produced by Stink Films, with director of photography Nicolas Karakatsanis.
The ad has proven popular with Chinese audiences attracting more than 5 million views in the first hour after its release.
Fan Ng, chief creative officer, Saatchi & Saatchi, said, “Macau is a city with a strong culture, our ambition is that through this micro-movie we have helped Sands Resorts Macao celebrate the city’s distinct image. Whether it is superstars like Beckham or an ordinary person, everyone can create good memories in Macau.”
The ad is the latest by global resort developer Las Vegas Sands, which inked a deal with Beckham in 2013 to have the football star promote its properties in Macau and Singapore.