Chris Rock Returns to BetMGM with a Promise to Entertain

BetMGM, the prominent online sports betting and gaming brand, has announced the highly anticipated return of Chris Rock in the latest chapter of its successful brand campaign, It’s Showtime!. The second iteration by creative agency Recipe, promises even more excitement, building on the strong momentum and awareness established by last year’s activity. 

Bringing the magic of Las Vegas to screens across the UK once again, the campaign takes the entertainment to a new level by showcasing the extensive range of betting markets available to BetMGM’s customers, inviting players to explore the brand’s thrills with Rock, back in his signature tuxedo, as their high energy entertainer. 

Embodying the spirit of Las Vegas, the creative is set in the surrounds of a gold Vegas casino locker room where Rock reprises his role as the ultimate showman. He gives a rousing pep talk, motivating his captive audience of athletes to ‘get out there and entertain us!’. 

A separate ad promoting responsible gambling was also created, featuring a more zen Chris Rock, taking a moment to unwind in an ice bath. In this TV spot, Rock advises viewers to 'cool off and play safe.' The safer gambling ad is an intrinsic part of the campaign, therefore it aesthetically aligns with the BetMGM look and feel. However, 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, and BetMGM aims to captivate audiences throughout the Premier League season, highlighting exclusive promotions, welcome offers, and large jackpots via its online casino.

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! Damn it’s good to be back. This time bigger, bolder and much more Chris Rock. 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. Thanks again to Zac Ella and Agile for doing their thing and elevating it all. Till next time…”