Los Angeles Tourism is inviting visitors to discover ‘What’s Now Playing’ in the city of angles, as the second phase of their global advertising campaign gets underway.
It will coincide with some of the city’s most celebrated milestones and events, including the centennial of the iconic Hollywood Sign and the 95th annual Academy Awards.
‘Now Playing’ will appear in traditional and digital marketing channels in the U.S. and in international markets including Australia, Canada, Mexico, and the United Kingdom.
The centrepiece of the campaign is a dynamic 30 second ad narrated by award-winning actress Jenifer Lewis that brings together a cameo from LA Clippers star forward Paul George as well as a surprise animation illustrated by Mister Cartoon.
Shot on location at several iconic LA sites, the spot combines live-action film, music, animation and voiceover to create an awe-inspiring mix of campaign content.
“The newest iteration of ‘Now Playing’ brings a fresh perspective to what’s unique about Los Angeles through the lens of top local talent including NBA All-Star Paul George and street art icon Mister Cartoon,” CMO, Los Angeles Tourism and Convention Board, Don Skeoch, said.
“As Los Angeles continues on a triumphant recovery trajectory, we are proud to leverage this timely campaign to invite visitors to experience the City of Angels as we celebrate the 100th anniversary of the landmark Hollywood Sign, and roll out the red carpet for some of the world’s most highly anticipated events including the Oscars.”
https://www.youtube.com/watch?v=PAaItsZbp-4
The narrative unfolds with a writer at work on an ever-changing screenplay that follows a group of friends as they crisscross the city, visiting LA highlights such as the Hollywood Walk of Fame, the Academy Museum of Motion Pictures, The Broad, and The Music Center.
“What inspires me about LA is the culture, just the vibe here. You get a little bit of everything – you get the beach, you get the mountains, great food, great nightlife,” Paul George, said.
“When you see and you meet people, they’re pretty diverse and complete all-around people. I think I will always embody that part of being from California.”
Mister Cartoon said, “LA is in the soul of my artwork and what I do.
“When people come to LA, I want them to pay attention to the murals on the wall. Take everything that’s good. Take it in.”
Los Angeles Tourism is also releasing a video spotlighting Mister Cartoon’s story of becoming an artist in LA, and what makes LA’s street art scene special, as part of LA Tourism’s “These Lovely Streets” series, as well as an editorial guide on Mister Cartoon’s Los Angeles that includes his favourite LA sites such as the Master Deluxe barber shop.
‘Now Playing’ will also include connected television, YouTube, out-of-home, native, display, social, and search engine marketing elements. In celebration of Los Angeles’ long-standing connection to Mexico, the advertising campaign is a production with Panamericana, bridging the cultural gap between the two sister cities of Los Angeles and Mexico City.
