Online gaming brand BetMGM is launching with a fanfare in the UK, spearheaded by a big, shiny ad campaign featuring comedian Chris Rock – perhaps best known to British audiences for being slapped on stage by Will Smith at the 2022 Oscars.
In the ad by a London independent agency called Recipe, Rock travels from Las Vegas to the river Thames, trailing bright lights and golden promises.
Sam Behar, UK director of BetMGM, said: “This campaign leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market. It’s showtime!”
Dan Jacobs, CCO at Recipe said: “It’s been a real privilege to support in the launch of BetMGM in the UK. From minute one, the ambition from everyone was to stand out in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio does exactly that.”
Like it or not, gambling clients are keeping many UK agencies afloat. At least this campaign offers a fun, glitzy take on London and an A list star.
MAA creative scale: 5.5
I’m personally very disappointed to see that Chris Rock has decided to go for this ad campaign.
He’s been a role model for a long time – and he’s hopefully not best known to UK audiences for the slap incident – he’s Bring the Pain, Bigger and Blacker, Never Scared, Kill the Messenger, Tambourine, Selective Outrage – He’s an icon, an actor, an award winner. To me he is somebody who can truly see people, understands humanity, speaks out about American politics, and African-American politics. Race relations. I feel like he’d be the sort of man to say no to this. But I am, clearly, wrong. I still believe there must be more to this decision than the payout. But, there he is. Promoting gambling.