Las Vegas is home to infinite possibilities. A place where anything can, and often does, happen.
There are so many possibilities, in fact, that the anticipation of what’s going to happen on your next visit can often be as exciting as the visit itself.
That moment of drawn-out anticipation—the potential adventure and mischief on the horizon—is at the heart of a new campaign launching this week from the Las Vegas Convention and Visitors Authority (LVCVA) and its long-time AOR, R&R partners.
The campaign, Pack for Vegas, was shot by famed comedy director Jody Hill (“The Righteous Gemstones,” “Eastbound and Down”), and offers a return to the cheeky humor synonymous with R&R’s iconic “What Happens Here” campaigns.
Launching 5/18 and rolling out across broadcast and OTT throughout the Summer, the campaign centers on six, 15-second comedic spots.
The work will air across a number of high-profile live broadcast events, including the NBA Playoffs, NBA Finals, WNBA All Star game and the Big Brother season premiere.
About the Campaign
Each of the “Pack for Vegas” shorts focuses on the unique mix of anticipation and potential that precedes a trip to the city, leveraging humor to bring viewers’ own imaginations into the moment.
From a Tarot card reading that foretells questionable choices (in a good way!) to a patient tapping their therapist’s POV on the best dress for the club, each scenario quickly establishes an unusual setup, followed by the bold, visual punchline of “Pack for Vegas.”
Director Jody Hill brings his uncanny ability to elicit laughter from a single moment, making him perfect for the project.
The first three spots will begin airing week of 5/18 for summer rotation, followed by an additional three debuting in the fall.
The campaign marks a return to the bold, cheeky humor associated with Las Vegas advertising. It channels the same irreverent spirit that made “What Happens Here, Stays Here™” a cultural phenomenon.
A Summer-long Celebration
The new campaign is just one part of a larger summer push for the city as it celebrates America’s 250th anniversary.
Other highlights include a “Pack for Vegas” cinematic trailer, which will appear in theaters across the country, as well as 8 weeks of epic fireworks displays and a blockbuster season of headline residencies, global superstars, new shows, and nonstop day-to-night entertainment.
