Bet MGM - Cheltenham

It’s Showtime

We are constantly told ‘What happens in Vegas, stays in Vegas’, which gave us an exciting opportunity to flip the saying on its head. This exciting launch of a betting brand that lives and breathes Vegas enabled us to bring the very best of the city to UK shores.

For the Cheltenham instalment of the campaign, we wanted to take the core elements of the previous ad, and bring them to one of the UK’s most iconic sporting events.

We didn’t just get a voice over or some average person to front the campaign, we got arguably the biggest showman on the planet, Chris Rock. And Chris Rock isn’t just coming to the UK to tell everyone about what BetMGM have to offer, he is coming in a gold boat, with a lion in the passenger seat. He’s making everything gold. This is Showtime.

Our follow on from the Cheltenham part of the campaign involved shooting various other sports which could be used for brand assets going forward. The Euros was the next big installment, so we took the previously used ‘all gold’ look and feel, and gave it a more cinematic treatment, using the focal point of the action to light the players.

Agency: Recipe
Photographer: Tom Cockram
Production Company: Agile
Creative director: Mike Plumridge & Graeme Bowman
Art director/designer : Charles Bignell
Copywriter: Alex Prew