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Sports betting and iGaming operator BetMGM is set to premiere its new campaign series starring Academy and Grammy award-winning actor Jamie Foxx this week. The promotional campaign goes live in conjunction with the kickoff of the professional football season.
BetMGM noted that the series was filmed in Las Vegas and directed by Wayne McClammy. Two spots will air on multiple platforms and make their national television debut during the first weekend of NFL action.
The campaign opens with the ‘Doing it Live’ spot in which Foxx plays the piano at the NoMad Library within Park MGM while athletes from various sports make appearances touting BetMGM’s live betting and entertainment experience.
Sounds like a party in here 🎹
— BetMGM 🦁 (@BetMGM) September 5, 2023
Scheduled to air later this month, the second segment, ‘The Game,’ captures Foxx walking through Park MGM while checking out the wide array of available wagers on the BetMGM app. “As he descends a staircase from the Dolby Live Theater at Park MGM, Foxx is engulfed by a cascading waterfall of sports images,” describes BetMGM.
Later in the spot, he makes his way to a BetMGM-branded race car waiting for him at ARIA’s valet as a nod to November’s race along the Las Vegas Strip. Fellow BetMGM ambassador Wayne Gretzky makes a special cameo before Foxx drives off into the night.
Matt Prevost, BetMGM’s Chief Revenue Officer, said: “Jamie Foxx is an integral part of the BetMGM story, putting us on the global stage of sports and entertainment. As we enter this dynamic partnership’s fourth year, Jamie and the creative talents at 72andSunny took it to a new level showcasing our unique product and connectivity to MGM Resorts’ iconic Las Vegas destinations.”
Geno Burmester, Creative Director at 72andSunny, added: “We wanted to kick things off with a bang this year and give our ads the same feel of action and adrenaline you get from using the BetMGM app.
“We were fortunate to get the opportunity to work with Jamie who brought it in a way only Jamie Foxx can. And a big thanks to our director, Wayne McClammy, who elevated everything to feel larger than life with the quintessential Vegas heritage of MGM Resorts.”
The spots conclude by highlighting this season’s BetMGM enhanced offer – the opportunity for new customers to wager up to $1,500 on their first bet and receive a payback in bonus bets for a losing wager.
BetMGM’s campaign will appear across broadcast, OOH, CRM, digital, social and owned channels. The brand notes that its ambassadors will use their personal channels to promote the content incorporating their voices into the sports betting conversation in real time.