---
title: "Adweek: Mistress (Now The Many) Goes Electric for Discover LA"
url: https://stacklist.com/card/86acc86b-306b-449e-a0db-4d286057930f
source_url: "https://www.adweek.com/?p=128619"
stack: https://stacklist.com/c/business/stack/3cc23624-48ef-41cb-976c-054220b0218e
summary: "Mistress agency launches \"Electric,\" a 30-second spot for Discover Los Angeles that captures the vibrant energy of Venice Beach with bikers and skateboarders. The campaign continues the one-word titled series aimed at evoking the city's distinct feelings and emotions."
tags: "advertising, campaign, discover-los-angeles, mistress-agency, video-production, destination-marketing"
key_entities: "Mistress (organization), Discover Los Angeles (organization), Los Angeles (location), Venice Beach (location), Erik Oster (person), Floria Sigismondi (person), Believe Media (organization), destination-marketing (concept)"
classification: "analysis"
content_hash: "sha256:9de12b1f63df33a31f2078bc3e41422764f99e39dc5af38910a57a8f25788dc3"
acp_version: "0.2"
token_counts_approximate: 344
visibility: public
agent_accessible: true
status: "final"
---

# Adweek: Mistress (Now The Many) Goes Electric for Discover LA

By Erik Oster Los Angeles independent agency Mistress continues the campaign it launched last month for Discover Los Angeles , the city’s official destination marketing organization, with the 30-second spot, “Electric.” As with past efforts “Magic” and “Chill,” the one word titled spot aims to evoke the feelings and emotions of the city. “Electric” depicts a sunny day on Venice Beachand all the possibilities therein, as a parade of bikers show off. We’re not sure what those plumes of colorful smoke are all about, but that skateboarder certainly gets some hangtime. “Electric” isvery much in the same vein as the campaign’s previous efforts, although mining a much different mood than the tranquil “Chill.” It certainly makes La La Land seem pretty appealing, particularly as we’re still months away from beach weather here on the East Coast. Credits: Client: Discover Los Angeles Agency: Mistress Director: Floria Sigismondi Production Company: Believe Media Executive Producer: Jannie McInnes Executive Producer: Liz Silver Executive Producer: Luke Thorton Head Of Production: Vitaly Koshman Director Of Photography: Starr Whitesides 1St AD: Freddie Childress Production Designer: Kristen Vallow Stylist: Marjan Malakpour Hair: Pamela Neal Makeup: Mynxii White Erik Oster