theScore Bet is launching its mobile sportsbook and casino app in Ontario on April 4 so to rev up curiosity it has launched a two-and-a-half minute comedy sketch commercial featuring comedian, Susie Essman and actors Rex Lee and Gerry Dee as product features. It helps a bit if you’re a fan of Curb Your Enthusiasm or Entourage, but the spot is still very funny whether you know the shows or not. (And the hockey humour will definitely resonate with Canadians – the Leafs always lose to Boston when it counts).
The so entertaining hero spot and the campaign, Get Into Bet Mode, are by agency, Diamond.
A 30-second cutdown, Essman’s fabulous tirade from the hero spot, joins the campaign.
The spots were directed by comedy veterans, The Director Brothers – Ryan McNeely and Josh Martin.
“Get Into Bet Mode is a brand platform that brings to life one of our core product differentiators, the deep integration between media and betting, and how that makes betting simpler, seamless and more intuitive,” stated Aubrey Levy, senior vice president, marketing and content, theScore. “These video spots are an extension of how we serve fans, eliminating all the friction points for a streamlined betting experience. The heightened moments before a game are relatable, and that’s where Susie, Gerry and Rex show up in their own uniquely entertaining ways to help our fans focus and get into Bet Mode.”
The campaign is rounded out with 15- and 06- second spots, a series of social ads, radio, digital and out-of-home assets. The spots will air across Ontario with additional creative debuting after the app’s launch on April 4.
“The celebrities in the campaign deliver comedy and also serve to unblock distractions, which we use as an expression of the product. Much like theScore Bet, they help friends lock in their bets and enjoy the game,” commented Jordan Cohen, creative director at Diamond. “We believe that putting the fan experience first is refreshing for the category.”
theScore is Canada’s leader in digital sports media, with headquarters in Toronto and roots in the city that date back to 1997. In 2019 theScore made history when it became the first media company in North America to launch a mobile sportsbook, theScore Bet.
Credits:
Client: theScore Bet
SVP, Content & Marketing: Aubrey Levy
CEO: John Levy
Director, Marketing Activations: Alannah Della Vedova
VP, Communications: Dan Sabreen
Agency: Diamond Marketing Group
SVP Creative Director: David Stevenson
Creative Director: Jordan Cohen
Copywriter: Jordan Cohen
Art Director: Bruce Harris
Agency Producers: Tessa Waisglass & Mark Graham
Senior Director, Accounts: Cory Visser
SVP Accounts: Lorri MacDonald
Partner: Josh Diamond
Production Company: Radke Film Group
Director: The Director Brothers
Executive Producer: Dan Ford
Producer: Amalie Bruun
Production Coordinator: Helen Carroll
Editorial: Saints Editorial
Editor: Steve Sora
Assistant Editor: Matthew White
Producer: Emily McKay
Executive Producer: Michelle Rich
Online: Darling
VFX Artist: Steve McGregor
VFX Assistant: Russell Hanson
Producer: Morgan Campbell
Executive Producer: Stephanie Hickman
Colour: Alter Ego
Colourist: Wade Odlum
Executive Producer: Hilda Perreira
Music and Sound Design: OSO
Audio Creative Director: Harry Knazan
Audio Engineer: Leo Hicks
Producers: Jane Heath & Lauren Dobbie
Casting: Mann Casting
Media Agency: Initiative
