Chris Rock Chills Out in an Ice Bath in BetMGM’s Gamble Aware Ad

BetMGM, the prominent online sports betting and gaming brand, has created a 30 second safer gambling TV ad as part of the second iteration of its ‘It’s Showtime!’ campaign starring Chris Rock.

Created by independent agency Recipe, it embodies the spirit of Las Vegas, with the gold surrounds of a Vegas casino locker room, as per the brand TVCs. However, in this scenario, although Rock remains in his tuxedo, he is uncharacteristically zen as we see him sitting in a gold bath full of ice, calmly advising the audience to "cool off and play safe."

As he takes a moment to unwind in the ice bath, he reminds viewers of three tips to keep the playing experience enjoyable and safe. This gamble aware ad is an intrinsic part of the ‘It’s Showtime!’ campaign, and although it aesthetically aligns with the BetMGM look and feel, the pace is slower, giving added weight to its core message and underscoring its importance.

With media planning and buying by OMD and Omnicom Media Group the campaign runs across TV, radio, social media, and digital channels during the Premier League.

Dan Towse, director of brand at LeoVegas Group said, “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”.

Dan Jacobs, creative founder at Recipe said, “Yo UK listen up! We want audiences to play safe so we got that message across in an entertaining way, in-keeping with the wider campaign, to really cut through and be seen and heard clearly”.