BetMGM has launched a new television commercial campaign starring actor and comedian Jamie Foxx to promote the upcoming American football season.
Throughout the campaign, Foxx interacts with himself impersonating several characters in TV spots highlighting BetMGM’s brand DNA of “born in Las Vegas, rooted in hospitality and entertainment and focused on treating its customers right”.
The three spots – titled ‘Anthem’, ‘Second Chance’ and ‘Feel Welcome’ – were filmed in Los Angeles and directed by Brian Billow. Set to air across US prime time, the ad campaign will continue to run on multiple platforms throughout the season.
Commenting on the new commercials, Foxx said: “I always love creating fun content with my BetMGM family when football season comes around. We had a blast filming these spots and showing the swagger of BetMGM.”
The Anthem spot shows Foxx portraying a variety of characters going through different highs and lows during a game day, but the actor also spotlights BetMGM’s rewards redeemable through the operator’s rewards programme, including hotel suites, bonus bets and exclusive offers.
The Second Chance spot features Foxx as a sportscaster explaining the ‘Second Chance’ promotion to different characters played by him. ‘Second Chance’ allows anyone who has placed a straight bet on a player to score the first touchdown of a game to automatically win back their wager in cash if the player scores the second touchdown instead.
In the Feel Welcome spot, Foxx highlighted BetMGM’s special offer which allows new customers to earn bonus bets if their first bet is a loss.
“Jamie Foxx is a rare talent who can captivate an audience in any forum,” added Matt Prevost, Chief Revenue Officer of BetMGM.
“This campaign, in partnership with Highdive, taps into his confidence and range, and will both entertain and inform viewers about BetMGM’s exciting new features for football season.”
Mark Gross, Co-Founder and Co-Chief Creative Officer of the ad agency Highdive, noted: “We’re thrilled to unveil our latest campaign with BetMGM featuring the incredibly talented Jamie Foxx. Our aim was to showcase how BetMGM ‘treats you right,’ and Jamie’s performance brilliantly captures the campaign’s core message.”
Recently, BetMGM and MGM Resorts International renewed their partnership with the American Gaming Association to promote Responsible Gaming Education Month in the US in September.
As part of the collaboration, the GameSense responsible gaming program will be promoted at NFL stadiums “more often and in more prominent venue locations during each game”, providing “positive, transparent and proactive engagements with guests and customers about how to gamble responsibly”.