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Hard Rock Bet has launched “Where Your Inner Rebel Plays,” a new brand campaign featuring Matthew Broderick and developed with 72andSunny New York.
The campaign will run across television, radio, digital, social media, out-of-home, and other channels, covering both sports betting and online casino products. In Florida, it will support real money gaming offered by Real Money Games powered by Past Motor Racing. Versions of the campaign will also be introduced across states where Hard Rock Bet Casino operates.
The launch expands Hard Rock Digital’s relationship with 72andSunny New York. The agency, which began working with Hard Rock Bet’s sportsbook business in 2024, will now take on strategy, design, and creative duties for Hard Rock Bet Online Casino as part of a broader remit across the company’s real money gaming portfolio.
The campaign opens with “Very Adult Son,” a 30-second spot about a mother whose adult son moves back home, adding more responsibility to her daily life. Broderick appears in the ad to reinforce the campaign’s message that everyday obligations do not have to remove small moments of excitement.
Matthew Broderick said: “As you get older, life has a way of becoming very responsible. Schedules, routines, all the things you’re supposed to do. This campaign reminds you it’s still okay to break from that once in a while. To surprise yourself a little. Have some fun. Let that inner rebel out for a change.”
Broderick will appear in several additional spots scheduled for release throughout the summer. The platform encourages players to take time for themselves and reconnect with moments of thrill that can be pushed aside by routines and responsibilities.
Lauren Varnas, Vice President of Brand Marketing at Hard Rock Digital, said the campaign is intended to bring the Hard Rock brand into everyday moments and position the app as a place users can look forward to using.
Varnas said: “‘Where Your Inner Rebel Plays’ celebrates those moments when people choose fun for themselves again, and Matthew Broderick brings that spirit to life perfectly.”
Hard Rock Bet Sportsbook offers parlayable wagering on major sports and daily promotions. In Florida, players who access slots can also bet on sports through Real Money Games powered by Past Motor Racing.
Hard Rock Bet Casino offers slot titles, an in-house progressive jackpot engine, live dealer games, and Hard Rock-branded experiences in New Jersey and Michigan.
Peter Hughes, Group Creative Director at 72andSunny New York, said the agency’s prior work with Hard Rock Bet allowed it to move beyond common category messaging around jackpots and focus instead on the moment when life assumes a person has lost their edge.
“We became obsessed with the inciting incident. The moment life starts to assume you’ve lost your edge. Because the real thrill isn’t always the win. It’s the decision to push back. That’s what inspired our platform. Play with Hard Rock Bet is an act of rebellion.”