Gambling firm BetMGM has teamed up with actor and comedian Chris Rock once again to bring a taste of Las Vegas glitz and glamour to the UK’s sport betting scene with a new TV ad.
Developed in partnership with creative agency Recipe, the 30-second spot celebrates the brand’s online betting proposition, which offers UK football fans a range of bet builders, accas, price boosts and live play options.
The move follows BetMGM’s decision to cease its relationship with the London agency earlier this year, launching a creative review in the process. Having declined to re-pitch, Recipe has once again been selected the gambling firm on a retained basis.
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“BetMGM are taking the UK market by storm and this next iteration supports that, and then some. Everyone in the team that pulled this off from client side to agency and production are undisputed heroes,” Recipe creative founder, Dan Jacobs said.
With media planning and buying handled by OMD and Omnicom Media Group, the campaign will be pushed out via TV, radio, social media and digital. The spot was directed by Agile Films’ Zac Ella.
LeoVegas Group director of brand, Dan Towse added: “This new creative territory builds on the launch campaign from last year and it’s great to be working with comedian Chris Rock again for the latest iteration.
“A huge amount of work has gone into this and everyone from the internal teams to the support of Recipe and production house have delivered an outstanding creative platform.”
