• by Fern Siegel , November 19, 2024

Garbo talks! And so does Mr. Monopoly — voiced by Will Ferrell in the new Monopoly Go! video-game campaign.

Created by Omelet, "Friendship Pays,"  kicks off Monopoly Go!'s first global brand campaign, starring Jason Momoa, Keke Palmer and Chris Pratt.

The original board game debuted in 1936 — and has endured ever since. Its digital iteration hit 150 million downloads in 2023 and won Pocket Gamer's 2024 Game of the Year.

In the first installment of “Friendship Pays,” Momoa (“Momoney,”) Palmer (“Keke GoGo”) and Pratt (“Extra Chrispy”) dive into the Monopoly Go! world in GOville. Together, they experience crazy adventures.

Familiar Monopoly board pieces — the Scottie dog, penguin, battleship and top hat — also appear in the spots.

The campaign begins with 20+ videos, including two 45-second TV spots, streaming, social and digital platforms. The TV ads were directed by Henry Scholfield, known for music videos for Billie Eilish and Dua Lipa, as well as ads for Coca Cola and Samsung.

“'Friendship Pays' is all about the wonderful and wacky new ways Monoply Go! lets you play with all the people you love. Now you can share a community chest with all your coworkers or bake billion dollar cakes with a friend you haven’t spoken to since high school. It’s more fun and more rewarding when it’s personal. That’s the secret ingredient that has made this game such a runaway hit,” said Jimmy Barket, Omelet creative director.

Monopoly Go! is owned by Scopely, an interactive entertainment company.

Los Angeles-based Omelet's client work includes Netflix, Google and Walmart.