BetMGM has unveiled its Super Bowl ad, featuring an all-star lineup that pointedly excludes NFL legend Tom Brady. The 60-second extended cut of the ad, released recently, showcases Vince Vaughn, Wayne Gretzky, and a diverse cast of fans—all welcomed to bet at the casino/hotel.
Except for Brady. Apparently, he’s won enough.
The ad hilariously depicts Brady attempting to circumvent the exclusion by adopting the persona of “Tim Birdie,” a fictitious “seven-time champion” of pool. However, Vaughn delivers the verdict: “The truth is, you’ve won too much, Tommy. Let others have their turn.” Watch below:
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Conceived by Highdive, the ad is set to air in a 30-second version during the Super Bowl on Feb. 11, adding an intriguing dynamic to the advertising landscape of the event.
Mark Gross, Chief Creative Officer at Highdive, explained to AdAge the strategy behind the ad, aiming to position BetMGM as an inclusive sportsbook, appealing to a diverse range of bettors. The approach contrasts with competitors who may focus on a narrower demographic, such as the stereotypical “frat-boy bettor.”
The ad’s release follows a teaser earlier this month, which hinted at Brady’s exclusion in a lighthearted manner, showing Vaughn playfully pushing him out of the frame.
The timing of the Super Bowl ad reflects the burgeoning interest in sports betting, with brands like BetMGM capitalizing on the growing popularity of the activity, especially as more states legalize and regulate sports gambling. The setting of this year’s Super Bowl in Las Vegas adds to the excitement, with market leaders like FanDuel also confirming their presence in the advertising lineup for the Big Game.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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