BetMGM has unveiled a new advertising campaign titled ‘It’s On’, featuring a number of celebrity brand ambassadors, ahead of the new NFL season.
Set to debut on national television during Thursday Night Football, the BetMGM campaign will feature ambassadors such as Jamie Foxx, Kevin Garnett, Wayne Gretzky, Jalen Rose, Barry Sanders, and new brand ambassador, Vanessa Hudgens.
“Entertainment is at the core of BetMGM and we want this campaign to keep viewers on the edge of their seats in a way that’s unexpected from the sports betting and gaming industry,” noted Raymond Doyle, VP of Brand at BetMGM.
The initial spots will feature Foxx seeking sports betting tips from his fellow ambassadors, whilst other spots will show other ambassadors placed in sports betting scenarios.
One spot depicts Barry Sanders on a Malibu estate playing pickleball whilst another spot shows basketball star Jalen Rose and his barber. The campaign will also show NHL legend Wayne Gretzky join Connor McDavid’s on-ice practice session.
Further campaigns will be released throughout the year to align with season openers and playoffs for NBA, NHL and NCAA.
The It’s On campaign was developed by 72andSunny New York and directed by Peter Berg, Executive Producer of Entourage and Ballers.
Peter Hughes, Creative Director from 72andSunny, added: “We really wanted to show what makes sports betting so entertaining, and we looked to prestige ensemble TV for inspiration.
‘IT’S ON’ is about tapping into your competitive side and being part of sports betting culture. It’s something you can talk about with friends and engage with in a more meaningful way.”