Even the most unassuming of us can be a hero in Sheraton's new campaign, the hotel chain's first work from Venables Bell & Partners, which it tapped as AOR last year. In a 60-second spot, which will also run in a condensed 30-second version, a man fully clothed in a business suit is seen diving underwater. "He wasn't the stuff of legends," a voiceover says, noting the man lacked magic, wings, or a cape. "He was but just a man, with the will to go beyond." After the man emerges, dripping wet from a pool, he hands a water-logged stuffed bunny to a little girl, waiting beside her mother, and adjusts his Sheraton employee name badge. Spoiler alert -- she throws the bunny back in.
The spot, which will appeal to any parent familiar with a child's repetitive mischief, is part of the Marriott-owned brand's global "Go Beyond" campaign, which highlights the 450-unit chain's more than 100,000 employees and their heroic feats for travelers. The campaign also features print, and more commercials are expected as Sheraton celebrates its 80th anniversary.