BetMGM has unveiled its first major brand repositioning, “Make it Legendary,” featuring Emmy- and Golden Globe-winning actor Jon Hamm. The sleek new campaign, created with Highdive, reimagines BetMGM as more than a betting platform—it’s an elevated entertainment ecosystem enriched with Las Vegas-level spectacle.
Hamm brings his commercial star power to the campaign, which follows a long tradition of charismatic ad work—from Mercedes-Benz and H&R Block to Apple TV+ and Progressive Insurance. His presence lends polished gravitas to BetMGM’s refined positioning while also keeping it delightfully playful.
“This isn’t just a campaign — it’s a reimagining of what BetMGM stands for. We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA,” said Casey Hurbis, Chief Marketing Officer, BetMGM. “Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm’s talent and universal appeal, he’s a natural fit to represent the refined essence of our brand.” Watch below:
Hamm said, “BetMGM is all about style, and the Make it Legendary campaign captures that energy. It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”
Mark Gross, co-founder and co-chief creative officer at Highdive, emphasized the strategic depth of the repositioning, “We didn’t just create ads, we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection, and creating a brand that truly speaks to today’s players, not at them.”
Highdive itself is no stranger to high-impact storytelling. The Chicago-based agency, backed by accolades including Campaign US Agency of the Year and AdAge’s #1 Small Agency of the Year, has a proven track record with Super Bowl ads (notably for BetMGM and State Farm), Jeep campaigns, and standout spots for Airheads and the NHL. With “Make it Legendary,” they’ve built a creative platform meant to grow with the brand—not just one campaign.
The first of six spots drops on August 30 during college football, directed by DGA Award-winner Noam Murro. Hamm’s signature suave delivery and the campaign’s cinematic touches promise to set a high bar—positioning BetMGM as the high-roller’s choice in the crowded entertainment landscape.
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