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Published on : Thursday, July 9, 2015
Pullman’s 2015 advertising campaign was inspired by the tagline “Our World is Your Playground”. Let’s focus on this elegant and captivating commercial that puts the viewer in the heart of Pullman’s universe.
The hero of the spot is a global nomad. For him, work and life blend in a series of encounters across borders and time zones. Michelle Dyer, Director of Brands, Pullman & MGallery, Accor Global Marketing, Luxury & Upscale Brands takes us on set and behind the scenes…
Take us right back to the beginning…
MD: We first started planning about a year ago. We finalised the brief in October and by mid November we had a final creative concept. Shanghai was an obvious choice for location with backdrops that fit each of the scenes we were looking for, from night markets to skyscrapers and even a European streetscape.
The 60 second creative pitch?
MD: We wanted to bring to life the new generation of travellers. Global nomads are hyper-connected and sophisticated explorers. Their life is a mix of business and pleasure, a balance of efficiency and personal well-being. We wanted to show that Pullman hotels serve as the base of operations for inspiration and contact, with locations in the heart of major cities and best-in-class business and fitness facilities. Where functional contemporary design and balanced food and beverage concepts are all part of the frame.
What was it like filming in Shanghai in February?
MD:Things got a bit chilly during the scene where our global nomad is seen running. We had to shoot him running in shorts from four different locations – hardly winter attire! Our director also had to jump in the pool with a snorkel during the underwater scenes. The pool was of course heated, luckily!