- Hard Rock Bet has launched a new campaign to promote its new Jackpot season.
- The effort, created with creative agency partner 72andSunny and director Emma Debany, is anchored by a comedic spot inspired by mockumentaries.
- The ad follows uber Jackpot fans characters whose lives revolve around betting on jackpots.
Hard Rock Bet is looking to show off the ease of betting on jackpots through their app in this new spot. The creative takes a departure from staid casino ads that highlights high rollers inside of flashy casinos in favor of a spot that takes place entirely inside of a suburban home.
The couple in the ad share their enthusiasm for jackpot season while decorating their home, dressing up their dog, eating breakfast in their kitchen, working out in a home gym and while entertaining friends in their living room.
“At the heart of Hard Rock Bet’s ‘Roll With Us’ platform is a message that Hard Rock is a brand that understands its audience, connects with them on their level and is an open invitation for everyone to play how they want,” said Geno Burmester, group creative director at 72andSunny New York, in a statement shared with Brand Innovators. Jackpot Season embodies that mindset with a comedic mockumentary spin. It reflects our challenger mindset by rejecting the stale, cookie-cutter casino formula and putting jackpots exactly where they belong: front and center.”
Hard Rock Bet has been growing its offerings this year with new content and tools in the New Jersey market. The campaign is timed to the kick off of “Jackpot Season” on the app and is targeted at consumers in New Jersey.
“This campaign was built on the idea that people become super fans of all kinds of things—from comic books to obscure sports—so why not jackpots? There’s a joy in celebrating something you genuinely love, and we wanted to tap into that energy in a way that felt human and unexpected,” said Tim Tuley, vice president of creative & design at Hard Rock Digital. “By creating characters who live and breathe this jackpot lifestyle, we brought a sense of personality and warmth into a space that often leans too heavily on money and winning. Comedy became the perfect tool—not just for entertainment, but for building connection. It lowers defenses, crosses barriers, and makes the brand more approachable.”
“When a brand is too serious, it risks feeling distant. But when it invites people in with humor and character, it becomes something people can relate to and grow with,” he continued. “At the heart of this campaign is a simple goal: to entertain, to connect, and to create something memorable – something people can feel. Entertainment is in our DNA – from music and food to the thrill of the game, it’s always been part of who we are. This campaign is just another expression of that heritage.”
