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Hip, High Tech Morongo Casino Commercials Mark an Industry First

Tuesday, September 2, 2015

Hip, High Tech Morongo Casino Commercials Mark an Industry First

Southern California’s Morongo Casino, Resort & Spa is reinventing casino advertising with a new series of high-tech television ads that mark an industry first by combining state of-the-art rotoscoping technology with sweeping visuals.

Shot in cinematic style using drones and frame-by-frame colorization, the series of five TV spots feature stylish black and- white characters from the 1940s and ‘50s moving across full-color, modern backdrops of the Morongo casino floor, bars, restaurants and guest suites.

“Setting black and white against color has never been done in the Southern California casino advertising category,” said MJA Advertising Executive Vice President Scott Cooper.

“The throwback characters create a hip, cool vibe that resonates with Morongo’s guest demographic by harkening back to the style and sophistication of the original Rat Pack."

The 30-second spots began airing in July and will roll out over the next few months. The ads were shot in black and white and then colorized frame by frame through a rotoscoping technique. A drone was used to film exterior shots of the casino resort’s pool and 27-story tower. And a splash of CGI added flair to slot machines and backgrounds.

The first two commercials show a stylish 1940s couple –wrapped in a black evening gown and a white tuxedo jacket as they exit a vintage convertible Cadillac - experiencing the casino’s various amenities as they glide from a round of cocktails to a blackjack table to dinner and their suite. The next two ads revolve around Rat Pack-type characters, while the final spot will carry a military theme for Veterans Day – all with the same black-and-white style set against a color background. 

 Phil Cooper, Morongo’s executive director of marketing, said initial response to the ads has been extremely positive.

"The new TV spots are memorable and they stand out visually against the typical crop of casino commercials,” Phil Cooper said. “From the music to the imagery, it’s like watching Sinatra stroll through a modern casino. What’s best is we are getting rave reviews from our guests, so we really couldn’t be happier with the results.”

The casino’s previous TV ad campaign was also visually arresting, featuring background characters suddenly freezing mid-motion while a narrator continued to move through the scene.

“Morongo does everything first class,” Scott Cooper said, noting that the casino theme song in the new ads was recorded in L.A.’s renowned Village Studios, known for hosting such legendary acts as the Rolling Stones, Elton John, Lady Gaga, Coldplay and Bob Dylan. “The casino is well known for providing unique experiences and memories, and this new ad series lives up to that pedigree.” ®

For more information about Morongo Casino, Resort & Spa, visit www.morongocasinoresort.com.