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Remember, Remember To Breathe?

By JohnH on Wednesday, 2nd May 2012 11:23am
  » filed under Las Vegas  comments: 0


Resolved: All of us hated Aria's original advertising spot. It was vague, pretentious in an eye-rollingly obscene manner, and failed to impart the full force of what Aria was or could be to its viewer. You hated it. I hated it. We all hated it and still kind of do.

And yet, what makes it all that much more laughably pretentious is that the team over at MGM Resorts International and SK + G stole the whole concept from the mother of all megaresorts: The Mirage. See for yourself.

Yeah, it kind of feels like a Fellini-esque version of Wall Street, but come on, it was the eighties; everything kind of felt like a Fellini-esque version of Wall Street. I'm telling you, though, it's the same commercial. Swap out the oboe for a piano and the luggage for some phallic hand gestures, and you've got yourself the same freaking spot. The woman rolling down the limousine window? Uncanny.

Looking at the commercial, though, one can't help but ask if this is an homage? A loving reference to where it was CityCenter came from and what Aria would do to change the future of the Las Vegas megadevelopment. An ad with insight into and an acknowledgment of the past. HA. That's almost a better joke Jim Murren.

Tagged: aria   mirage   advertising   


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