Magic Is Found Around Every Corner in MGM Resort’s Musical Bellagio Spot

On August 28th, 2023, MGM Resort’s Bellagio debuted latest spot 'Warmer' as part of its iconic and award-winning 'This is the Life' campaign, developed in partnership with creative agency McCann New York. Launched in time to celebrate the resort’s 25th Anniversary, this new chapter of the campaign taps into another range of emotions elicited by the resort. While previous iteration of the campaign elicited joy and romance, this new work expresses the delight, curiosity, wonder, and playfulness made possible only by Bellagio. 

Bellagio was created to be one of those rare places, to make those once-in-a-lifetime experiences possible. The promise of Bellagio isn’t in its fountain or its suites, its amenities or its world-class retail, but in the feeling it gives guests; the feeling that this is what it’s all about, that this is what makes them feel most alive, that this, as we say, is the Life. 

Directed by Alex Moors, the spot features one woman following her heart, and her curiosity, in a magical, dream-like, romantic moment at Bellagio. The stills are photographed by David Needleman who captured those moments when guests find themselves thinking the very words that encapsulate the Bellagio experience, 'This is the Life.' The campaign will run across TV, connected TV, digital social and OOH through the end of the year. 

"In its purest form, this campaign has always been about how Bellagio makes guests feel; it’s about those magical moments that remind us of who we are, what we love, what’s most important, and how beautiful life can be. For 'Warmer,' we were inspired by the playfulness and wonder of the child’s game of warmer/colder. The game is about letting go and seeing where the moment leads you." said Pierre Lipton, co-chief creative officer, McCann New York.