I Need a Woman To Love Me - MGM Resorts | Clapboard Ad Archive
MGM Resorts’ 2018 campaign I Need a Woman To Love Me, crafted by McCann for the US travel and leisure market, leverages the power of music and storytelling to affirm the brand’s longstanding support for the LGBTQ community while promoting its UNIVERSAL LOVE album, a collection of reimagined wedding songs by prominent artists including Kesha, Bob Dylan, St. Vincent, and Benjamin Gibbard. Central to the campaign is a music video featuring Kesha officiating a same-sex wedding at Bellagio in Las Vegas, filmed to coincide with the anniversary of the first same-sex marriage license issued in the United States, which grounds the narrative in a moment of historical and cultural significance. The story of Dani and Lindsay, a couple chosen for their authentic enthusiasm to marry in Vegas, serves as a sincere and relatable emotional anchor that humanizes MGM Resorts’ commitment beyond commercial messaging to genuine celebration of diversity and inclusion. By positioning the hotel group as a pioneer that even before legalization hosted commitment ceremonies, the campaign situates MGM Resorts as not just a hospitality provider but a socially conscious brand that uses its platform to foster unity through love and music. What Clapboard’s taxonomy would classify as FORMAT#5 EXEMPLARY STORY, this approach employs a narrative-driven format to connect the audience directly with lived experience and brand values, avoiding generic corporate platitudes and instead telling a singular, authentic story with broad cultural resonance. The campaign earned a Clapboard Campaign Score of 74/100. This campaign matters to the industry because it demonstrates how hospitality brands can authentically integrate advocacy and cultural relevance into their creative strategies, setting a precedent for inclusive storytelling that resonates deeply with both communities and consumers.
.webp)
