When Montbleu bought the Caesar’s Casino in Lake Tahoe, they decided to take the resort in a new, more Vegas direction. That meant a hip bar, sleek ultra lounge, and advertising that conveyed a youthful, irreverent brand. My art director and I played up the juxtaposition between nightlife and wildlife. A few days after our spot aired, life imitated art: an actual bear ventured into the parking lot.
