Ritz-Carlton Ad Gamble Pays Off at Cannes Awards: 'Late Checkout' Takes Gold

The Ritz-Carlton beat 181 other luxury brands to win advertising's top prize by doing something hotel marketers rarely attempt: ditching brief poolside glamour shots for a quirky four-minute movie.

The Ritz-Carlton's "Late Checkout" campaign took home a Gold Lion at the Cannes Lions International Festival of Creativity last week, chosen from 181 entries in the luxury category.

The ad cost less than $1 million to produce and distribute, yet it generated 50 million impressions and became the most-shared content across parent company Marriott International's luxury portfolio last year.

The ad stars Josh Hutcherson as a hotel employee sharing the details of an elaborate day taking care of a guest. It feels like a Wes Anderson film.

Jamie Kerr, Ritz-Carlton's global brand and marketing leader, argued that the win at Cannes represented a broader win for the sector.

"It's a huge milestone for luxury hospitality," Kerr said, noting it was the first ad by a luxury hospitality brand to win a Cannes Gold. The category is usually dominated by luxury fashion, jewelry, and automotive.

Sean O'Neill