Chris Rock has returned to online sports betting and gaming platform BetMGM’s latest campaign as the ultimate showman.
Inspired by Las Vegas, “It’s ALL action, ALL the time!” sees the comedian, actor, and filmmaker showcasing the extensive range of betting markets on BetMGM UK’s platform.
The 30-second spot, which was produced in collaboration with London-based creative agency, Recipe, comes as part of BetMGM's "It's Showtime!" brand platform launched last year.
It builds on the excitement and momentum created in 2023 when Rock took the extravagance of the Bellagio Resort in Las Vegas to the U.K. on a gold boat — accompanied by a lion.
Dan Towse, director of brand at LeoVegas Group, BetMGM's operational partner in the U.K., expounded about this latest campaign in a statement:
“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."
In 2023, Recipe said it drew on the inimitable effect of Vegas on audiences across the globe when creating the launch campaign.
Rock brings the extravagance of Vegas to the U.K. once again, highlighting BetMGM's extensive offerings in a luxe but humorous style.
The online gambling platform also released a separate commercial with Rock promoting responsible gambling. In it, Rock soaks in an ice bath, giving weight to the core message of "cooling off" and "playing safe."
BetMGM’s ads reflect a strong brand voice that distinguishes itself from the market. Having Rock return builds rapport and creates a consistent expression of its core message.
Chris Rock Brings Vegas Energy to the U.K.
The new BetMGM UK commercial opens with Rock entering the golden doors of a Vegas casino locker room, where athletes representing different sports surround him.
“Listen up!” he says as he shows off the platform's app on his phone, “At BetMGM, we’ve always got something going on.”
He stands in the middle of the group, while each person listens intently as he speaks. In a tone depicting a coach giving a rousing pep-talk, he says, “It's ALL action, ALL the time, baby!”
We then see a female player run forward and kick a football into the air, propelling it right across the room into a painting of Rock and the iconic lion, becoming part of it.
𝘼𝙡𝙡 𝙖𝙘𝙩𝙞𝙤𝙣, 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙩𝙞𝙢𝙚! 🎬
— BetMGM UK (@BetMGMUK) October 17, 2024
Football, horse racing, darts... you name it, there's 𝘼𝙇𝙒𝘼𝙔𝙎 something going on at BetMGM 🤩
And we give you the best seat in the house — isn't that right @ChrisRock?
𝙄𝙩'𝙨 𝙨𝙝𝙤𝙬𝙩𝙞𝙢𝙚! pic.twitter.com/AzTZnvCCBg
Rock, sitting on a gold throne, continues to highlight the BetMGM app on his phone, saying, “Best seat in the house."
“Horse racing! You’re gonna want to check out our prices first,” he says as a jockey stands next to him with her game face on before the camera switches to her sitting on a brown horse with a smile.
He then points to a cricket player in full gear, hilariously saying, “I don’t know what you do, but you all get out there and entertain us!”
The spot ends with the crowd of athletes cheering as the campaign title card appears with the message, “BetMGM, It’s Showtime.”
With humor proven to be one of the best methods of catching audiences' attention, we're seeing comedians partnering with more brands.
Earlier this year, Rock narrated the “Playoff Mode. It’s a Thing” campaign for the 2024 NBA Playoffs, highlighting how players seem to be more motivated during playoffs.
