BetMGM speeds into the UK with Chris Rock spectacular

Online gaming brand BetMGM is launching with a fanfare in the UK, spearheaded by a big, shiny ad campaign featuring comedian Chris Rock – perhaps best known to British audiences for being slapped on stage by Will Smith at the 2022 Oscars.

In the ad by a London independent agency called Recipe, Rock travels from Las Vegas to the river Thames, trailing bright lights and golden promises.

Sam Behar, UK director of BetMGM, said: “This campaign leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market. It’s showtime!”

Dan Jacobs, CCO at Recipe said: “It’s been a real privilege to support in the launch of BetMGM in the UK. From minute one, the ambition from everyone was to stand out in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio does exactly that.”

Like it or not, gambling clients are keeping many UK agencies afloat. At least this campaign offers a fun, glitzy take on London and an A list star.

MAA creative scale: 5.5