BetMGM Debuts Jamie Foxx-led Ad Campaign, Filmed in Las Vegas
BetMGM, the online betting arm of the largest U.S. gambling operator, MGM Resorts International, has this week unveiled its latest promotional campaign featuring Academy Award and Grammy-winning actor Jamie Foxx.
The campaign’s launch aligns with the commencement of the NFL 2023/2024 season on September 7.
The ads were filmed in the heart of Las Vegas, with Wayne McClammy directing the series. That includes a spot called Doing it Live, which showcases Foxx playing the piano at the NoMad Library within the famous Nevada brick & mortar casino Park MGM.
The ad campaign sees Foxx stroll through the iconic former Monte Carlo casino that MGM rebranded in 2018, surrounded by MGM-affiliated athletes from various sports.
“Love and respect to my BetMGM family,” said Foxx in a press release from BetMGM partner and shareholder Entain.
“It means a lot to be rocking with such a great brand year after year. And you know we had a good time filming in Vegas!”
Foxx’s Journey Through Park MGM
The Park MGM location is significant, as the casino, formerly known as the Monte Carlo, has a rich history on the Las Vegas strip. The Monte Carlo casino was known for its European style, and was a favorite among many for its elegance. The new Park MGM venue retains much of that aesthetic.
Another segment, scheduled to air later this month, is titled The Game.
This segment also captures Foxx sauntering through the Park MGM accompanied by visuals showcasing the various wagers available on the BetMGM app. It then sees the star descending a staircase from the Dolby Live Theater at Las Vegas venue, surrounded by a waterfall of sports images.
The spot culminates with Foxx approaching a BetMGM-branded race car, hinting at the upcoming November 2023 Formula 1 Las Vegas Grand Prix that is set to race along the Las Vegas Strip.
“Jamie Foxx is an integral part of the BetMGM story, putting us on the global stage of sports and entertainment,” said Matt Prevost, BetMGM’s CRO.
“As we enter this dynamic partnership’s fourth year, Jamie and the creative talents at 72andSunny took it to a new level showcasing our unique product and connectivity to MGM Resorts’ iconic Las Vegas destinations.”
BetMGM’s Promotional Blitz
The new Jamie Foxx-led ad campaign is part of a big promotional effort by BetMGM before the start of the football season.
That has included the announcement of a cool $2.7 million in extra charitable donations from MGM Resorts International, and the introduction of sponsored GameSense responsible gambling booths at NFL stadiums.
The new ad campaign and its classy casino-set tones is a departure from the often-oddball, celebrity-led campaigns by DraftKings and FanDuel, the two market-leading operators.
Nationally, however, those two remain the preferred sportsbooks of choice for U.S. football bettors, while BetMGM settles for being one of the best of the rest.
It will hope its continued promotional efforts will see it do better than that going into one of the busiest times of the year for U.S. sportsbooks.