Australia may be rethinking the trend of “wall-to-wall” betting ads in Australia right now, but the gambling industry is giving ad creatives throughout the world a lot of fuel to create fun. (According to Nielsen Research, the gambling industry spent $287.2 million on advertising in Australia in 2021, up from $89.7 million in 2011.)

In Canada, theScore Bet is inviting sports fans to Get Into Bet Mode again with three new fun spots featuring actor, Jon Lovitz; world famous Canadian comedian, Russell Peters; and Canadian actor, Patrick J. Adams. The campaign is by agency, Diamond. The spots were directed by comedy directors, The Director Brothers, Ryan McNeely and Josh Martin.

“We’re bringing back our Get Into Bet Mode campaign with new themes and new talent as we enter the action packed fall sports season,” stated Aubrey Levy, senior vice president of content and marketing for theScore. “This new campaign phase is tailored toward educating fans, many of whom re-engage in the fall, on key theScore Bet product enhancements and features. Specifically, we’ve significantly upgraded our product with increased sports betting options and have expanded our iCasino catalog. We’re also leaning into our exclusive Blue Jays™ partnership with a baseball spot that highlights how we seamlessly merge media and betting. The engaging personalities we’ve selected – Jon, Russell and Patrick – each uniquely channel theScore Bet to drive home our product messaging in entertaining fashion.”

The campaign personifies the popular Bet Mode features that are available to all theScore app users, in a series of 30-, 15- and 06 -second spots, supported by social ads, radio, digital and out-of-home assets.

Where the campaign began:

Credits:

Client: theScore Bet
SVP, Content & Marketing: Aubrey Levy CEO: John Levy
VP, Communications: Dan Sabreen
Manager, Partnership Activations: Ahmed Elfeky

Agency: Diamond Marketing Group 
Creative Director, Writer: Jordan Cohen 
Creative Director, Art Director: Mark Holden
Agency Producers: Katherina Villa, Mark Graham 
SVP Creative Director: David Stevenson
Group Director, Accounts: Cory Visser 
SVP Accounts: Lorri MacDonald 
Partner: Josh Diamond

Production Company: Radke Film Group 
Director: The Director Brothers
Executive Producer: Dan Ford 
Director of Photography: Barry Parrell 
Line Producer: Amalie Bruun

Editorial: Saints Editorial
Editors: Steve Sora, Cameron Lasovich
Assistant Editors: Matthew White, Ryan Gransden 
Producer: Emily McKay
Executive Producer: Michelle Rich

Online: Darling
VFX Artist: Paul Binney
VFX Assistant: Alyssa Schmidt 
Producer: Morgan Campbell
Executive Producer: Stephanie Hickman

Colour: Alter Ego 
Post Colourist: Wade Odlum

Music and Sound Design: OSO
Audio Creative Director: Harry Knazan 
Audio Engineer: Leo Hicks
Producers: Jane Heath
 
Casting: Mann Casting 
Media Agency: Initiative