Cannes Lions

"Now & Then"

R&R PARTNERS, Las vegas / LAS VEGAS CONVENTION & VISITORS AUTHORITY / 2019

Film
Film
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Overview

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Credits

OVERVIEW

Background

Following the Supreme Court ruling in 2015, same-sex marriage became legal for the first time in all 50 U.S. states, granting LGBTQ Americans access to civil rights they had always been denied. However, it remains a hot-button culturally: While most Americans (67%) approve, strong opinions remain on both sides. For politicians, it’s a wedge issue that drives voters to polls.

“Now & Then” is one component of Las Vegas’ general tourism outreach, and it explores an issue that remains even though LGBTQ love is now legal.

Will the woman’s parents approve? While the ad’s subtle dialogue doesn’t make it clear whether sexuality is their actual concern, it suggests it; however, the surprise reveal shows she need not worry.

Las Vegas is the “Wedding Capital of the World.” An average of 200 couples get married there daily.

Execution

“Let’s get married!” a woman whispers as she embraces another woman outside the iconic fountains of the Bellagio Hotel. “Yeah, right – on what planet?” her partner replies. It’s obvious they’re in a relationship and share great chemistry, but there are larger issues at hand.

As the film proceeds, we cycle between the present day as the couple strolls along the iconic Las Vegas strip, and flashback moments of the magical weekend they shared in the same destination when they first met a year or two ago.

As they reminisce, we learn that the woman being proposed to is hesitant to get hitched because she fears her parents will never forgive her. Little does the woman know that her partner has been leading her to a specific spot all along– a wedding chapel where all of their friends – and even her parents – are waiting for the surprise ceremony.

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