The background

Marriott is one of the world’s best know hotel groups with over 450 hotels on six continents. They had just launched a new, super-comfortable bed coinciding with their sponsorship of the Barclays Churchill Rugby Cup in the UK – a six-nations tournament that is used to select for the Rugby World Cup.

The brief

Produce a 30” TV spot to be broadcast on the big screen in the stadium, highlighting the superior performance of Marriott’s new bed in a way that is relevant to up-market rugby fans.

The idea

We used the spirit of competition on the rugby field to build desirability for Marriott’s new bed through the prospect of the ultimate night’s sleep. Two teams of rugby players crash through a Marriott Hotel, pushing and jostling for position through revolving doors and into lifts. One player breaks from the pack with what we have been led to believe is the ball – it is in fact the room key. He makes it into the room and dives onto the Marriott bed as if scoring a try. The endline - ‘Swing Low, Sleep Marriott.’ - was recorded to the music ‘swing low sweet chariot’. Separate press ads were also developed for stadium programmes.

The results

The campaign was so well received it is now running globally in all markets with Rugby Sponsorship deals.