The Ritz-Carlton beat 181 other luxury brands to win advertising’s top prize, a Cannes Lion Gold award.
The ad cost less than $1 million to produce and distribute, yet it generated 50 million impressions and became the most-shared content across parent company Marriott International‘s luxury portfolio last year.
The ad stars Josh Hutcherson as a hotel employee sharing the details of an elaborate day taking care of a guest. The four-minute movie feels like a Wes Anderson film.
Jamie F. Kerr, global brand and marketing leader, said it’s the first campaign created by a hospitality brand to win a Cannes Gold in the luxury category.
My Skift interview with Kerr today dives into the thinking behind the campaign. We cover how The Ritz-Carlton Hotel Company, L.L.C. essentially cold-called a streetwear fashion brand and a production company that hadn’t done hotel advertising before, all without the involvement of an ad agency.
But! The most entertaining part is watching the four-minute video itself: Check it:
