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BetMGM: It’s Showtime!
BetMGM, the prominent online sports betting and gaming brand, has created a 30 second safer gambling TV ad as part of the second iteration of its ‘It’s Showtime!’ campaign starring Chris Rock. Created by independent agency Recipe, it embodies the spirit of Las Vegas, with the gold surrounds of a Vegas casino locker room, as per the brand TVCs. However, in this scenario, although Rock remains in his tuxedo, he is uncharacteristically zen as we see him sitting in a gold bath full of ice, calmly advising the audience to "cool off and play safe." As he takes a moment to unwind in the ice bath, he reminds viewers of three tips to keep the playing experience enjoyable and safe. This gamble aware ad is an intrinsic part of the ‘It’s Showtime!’ campaign, and although it aesthetically aligns with the BetMGM look and feel, the pace is slower, giving added weight to its core message and underscoring its importance.
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