US indie agency, Es Muy Good, has been taking prediction market and sports betting company, Kalshi, on a wild ad ride since June. It began with Timothée Chalamet saying Kalshi in strange situations.
In July, partners presented the odds of famous moments in history:
Two weeks ago, there was a spot in which the sounds of a tennis match become discernible as the word, Kalshi…
…followed shortly after by a pivot into a more conventional ad story featuring Pete Sampras. This coincides with the brand redirecting itself into mainstream institutional finance to shed its reputation as a “weird” or niche internet betting site.
The Pete Sampras commercial was timed to coincide with the US Open. Over vintage footage – 1990 US Open was his first major championship victory – he talks about the pressure, ie: “the more odds to overcome” after you win one. The tennis-themed commercials fit into Kalshi’s multiyear deal with the United States Tennis Association, that has made the brand the exclusive prediction market partner of the US Open beginning with the 2026 tournament.
Now Es Muy Good has combined conventional storytelling and absurd humour, with another celebrity, NFL star Marshawn Lynch, playing on his famed habit of snacking Skittles during games and his Beast Mode nickname , born from running style in the NFL. Beast Mode was directed by Craig Gillespie, with cinematography by Masanobu Takayanagi. The Beast Mode suit was created by Legacy Effects, the company behind the Superman, Iron Man, and Avatar suits.
The was filmed in the same grocery store as Fast & Furious:
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