Marriott ads put luxury spin on memories of hotel horrors

Garfield, Bob
April 1991
Advertising Age;4/15/1991, Vol. 62 Issue 16, p50
Trade Publication
This article presents views on the advertising campaign developed by FCB/Leber Katz Partners for Marriott Hotels, Resorts & Suites in the U.S. in 1991. Written by David Curtis and art directed by Joel Sobelson, two 30-second spots convey the unexplored notion of nightmarish elegance. The new theme of Marriott is Service, The Ultimate luxury, and the premise is that the luxury offered by competing chains. What is unusual about the efforts of Marriott is that it tweaks the competition in the upscale segment of the industry. Strategically, the service appeal is unassailable. But it is not without its problems, starting with failure to back up the claim.


Related Articles

  • Speedstick TV ads gel for guys.  // Advertising Age;4/29/1996, Vol. 67 Issue 18, p4 

    The article focuses on the television advertisements of Colgate-Palmolive Co. for the introduction of its Mennen Speedstick Gel deodorant. The ad, which uses the theme "Just for the guys," was developed by FCB/Leber Latz Partners, though the account is with Young & Rubicam.

  • Dir. Mike Bigelow, FCB/LKP step into the '70s for Fila. DeSalvo // SHOOT;03/29/96, Vol. 37 Issue 13, p12 

    Focuses on the television advertisement launched by FCB/Leber Katz Partners for Fila USA Inc. Features of the television advertisement; Concept of the commercial; Strategies used by commercial director Mike Bigelow in making the advertisement.

  • hot spot: Northwest Airlines.  // Advertising Age;8/26/1996, Vol. 67 Issue 35, p27 

    The article focuses on a television advertisement for Northwest Airlines Inc. It is a testimonial advertisement featuring Japanese architect Shin Takamatsu. The spot was created by FCB/Leber Katz Partners.

  • FOR THE RECORD.  // Advertising Age;4/12/1993, Vol. 64 Issue 15, p41 

    Presents news briefs related to the U.S. advertising industry as of April 1993. Acquisition of 20% stake in Discovery Zone by Blockbuster Entertainment; Awarding of an advertising contract to DDB Needham Worldwide for the Drackett brands of S. C. Johnson & Son; Launch of a spot TV for Shell Oil.

  • They Have It, You Want It, Now Get Rid of It. Janoff, Barry // Brandweek;1/9/2006, Vol. 47 Issue 2, p29 

    This article describes the It and Stories TV spots for PepsiCo's Gatorade sports drink. In It, a series of athletes are seen in action as text offers, "It's up here," "It is one yard from here," as a football player rushes toward the goal line and "It is here before anyone else," as a guy shoots...

  • Cosvi proclaims the values of the co-op movement. Albanese, Lorelei // Caribbean Business;6/21/2007, Vol. 35 Issue 24, p60 

    The article features the launch of an advertising campaign by Cosvi, the Spanish acronym for the Puerto Rico Life Insurance Cooperative, under the tagline "We are a team; we are Puerto Rico." The advertisement is a 30-second television sport which conveys the values of cooperativism. Cosvi's...

  • BLOOD COMPLICATED.  // CREATIVITY;Nov2004, Vol. 12 Issue 11, p26 

    The article presents information on two spots that make telling points about sweatshop labor and corporate pollution via the frustrated efforts of first-person narrators. Quick cuts, extreme closeups, file footage that deftly illustrates the script and VO recitations that sound like monologues...

  • CHANGE IS THE ONLY CONSTANT. Jacobs, Heather // Inside Film;Oct2005, Issue 81, p26 

    This article discusses the production of television commercials in Australia. Advertising production in Australia is experiencing a downturn, with production houses and advertising agencies having to adapt quickly to an uncertain future. The industry is beset by shrinking budgets, the increased...

  • Tiger time at Exxon.  // Advertising Age;7/8/1991, Vol. 62 Issue 28, p34 

    Focuses on the advertising campaign for Exxon Corporation's Phase IV gasoline. Introduction of Exxon's tagline; Description of the television spot.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics