BetMGM, a sports betting and iGaming
operator, is betting on a new brand identity. And it's enlisted "Mad Men's" Jon Hamm to promote it.
Highdive created the “Make it Legendary” campaign, which features multichannel spots.
The first of six new ads premiered August 30 during college football games, with additional spots rolling out
across TV, social, digital, out-of-home and BetMGM properties nationwide. The commercials are directed by Noam Murro.
Mark Gross, co-chief creative officer at Highdive, told Agency
Daily: “In a category crowded with promos, odds and bonuses, sameness rules the day. Our goal was to
shatter that mold. With BetMGM, we leaned into its premium DNA and developed bold, cinematic storytelling that sets it apart. ‘Make it Legendary’ transforms betting from a fleeting
transaction into an entertainment experience worth talking about.”
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BetMGM's brands include Borgata Casino, Party Casino and Party Poker. Founded in 2018, the company is
headquartered in New Jersey.
Casey Hurbis, chief marketing officer, BetMGM, added: “Our
new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward.”
Highdive's client work
includes Jeep, State Farm, KFC, Airheads, Culligan and Jersey Mike's.