The newest television advertisement for Las Vegas isn’t anything like what people are used to seeing from the Entertainment Capital of the World.
No party music. No punchlines.
Just a heartfelt message from one of the city’s favorite sons, former tennis star Andre Agassi.
R&R Partners, which produces advertising and other media content under a contract with the Las Vegas Convention and Visitors Authority, distributed the new spot, titled “Vegas Strong.” It begins airing Wednesday on various national networks, including Bravo, E!, ESPN and ESPN2, FX, Lifetime, TBS, TNT and the Weather Channel.
The musicless one-minute spot also has a 30-second version that presents an off-camera Agassi with a message of strength relating to Sunday’s murderous rampage at the Route 91 Harvest Festival country music concert that left 59 people dead, including the gunman, and more than 500 injured.
The visual is a fade-in from black to a small black-and-white image of the Las Vegas Strip profile that gradually grows on the screen and blossoms into color. It fades to black with a message “From Andre and all of us,” the LVCVA’s famed Las Vegas logo and the hashtag #VegasStrong.
“What is strength? Strength isn’t anger. Strength isn’t vengeful. Strength isn’t rage. Strength is unity,” the minute-long version with Agassi begins.
“Strength is valet parkers who become medics, mothers who become emergency responders, sisters who shield brothers because they love them with a love that has no bounds.
“Strength is first responders who tirelessly carry visitors and locals alike to safety until sunrise. It’s our medics and surgeons, all of them, who come running to the calls of those in need. It’s the police who turn over every stone to make this city safe again. It’s the local businesses that became sanctuaries for people to run to.
“Strength isn’t evil or misguided. Strength is the voice of community and love in the face of the unspeakable.
“Strength is when we all pull together and rise up, all of us in every corner of this world. Strength is what we all are today and strength is our promise for tomorrow.”