• by Fern Siegel , 7 hours ago

Cape has expanded its relationship with BetMGM — it’s now the brand’s agency of record. 

The relationship, which began in 2024, also includes a new NFL campaign starring Jon Hamm of “Mad Men.”  The creative is part of the ongoing “Make it Legendary” platform.

New work, titled “It Happens Here,” positions Hamm as a host in a sportsbook lounge, reminding others of winning possibilities.

The four multichannel spots spots are directed by Dave Meyers of Radical Media. Hamm called the ads “clever, entertaining and a lot of fun.” The first is “Raising the Stakes.”

Creative runs across broadcast, social and BetMGM’s owned channels during the NFL season. The platform also includes BetMGM’s casino offering.

“We’ve built a distinctive world that can keep generating fresh stories, characters and moments across new sports, offers and talent,” said Nick Novich, Cape’s group creative director.

Cape was also responsible for BetMGM's responsible gambling campaign “Mullet Over.” The agency's roster also includes TradeStation and Fugaizi.