BetMGM is dealing up a refresh — actually “the largest rebrand” in company history, per CEO Adam Greenblatt — and has drafted Jon Hamm to be the face of its new campaign.
Rolling out as “Make it Legendary,” the new campaign was designed for BetMGM in collaboration with independent ad agency Highdive. It highlights the sports betting and gaming entertainment company’s offerings featuring “a world of possibilities, elevated experiences and exceptional hospitality.” The company confirmed details of the relaunch and Hamm’s involvement to The Hollywood Reporter, and it’s understood that Hamm’s participation is part of a multiyear deal with BetMGM.
The Emmy- and Golden Globe-winning actor will front a series of commercials set to premiere during college football games on Aug. 30. Additional spots are expected to be spread across TV, social, digital platforms, out-of-home and BetMGM properties nationwide. Veteran helmer Noam Murro, who won a DGA Award for outstanding directorial achievement in commercials, directed the spots.
“This is the largest rebrand in BetMGM’s history, and it’s only fitting that it culminates with Jon Hamm stepping in as our new brand ambassador,” Greenblatt shares with THR. “Jon Hamm is the perfect embodiment of our new ‘Make It Legendary’ brand vision. Jon’s charisma, talent and universal appeal align seamlessly with BetMGM’s commitment to delivering unparalleled experiences to our players.”
As far as timing, Greenblatt continued by saying that BetMGM is “at a pivotal moment” in the company’s journey. “Guided by extensive research, we are evolving to better resonate with the players of today and tomorrow,” he explains. “BetMGM’s unique connection with MGM Resorts International remains a powerful part of our identity and customer proposition, and through the ‘Make it Legendary’ campaign and enhancements to our app, we unlock unlimited possibilities for players.”
Highdive, a full-service, independent creative agency based in Chicago, has a client list that also includes Jeep, State Farm, KFC, Airheads, Culligan, Jersey Mike’s and Lay’s. Hamm recently fronted the Apple TV+ series Your Friends & Neighbors.