BetMGM unveils ‘Make It Legendary’ campaign starring Jon Hamm

Sam Bentham

28 August 2025 at 6:10am UTC-4

Source: BetMGM

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BetMGM has launched its ‘Make it Legendary’ campaign featuring Mad Men star Jon Hamm.

The campaign, created with ad agency Highdive, has been launched to refresh the brand’s identity around its growing entertainment ecosystem. In BetMGM’s words, “[unlocking] a world of possibilities, elevated experiences and exceptional hospitality.”

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The first of six advertisements, directed by Noam Murro, is scheduled to debut on August 30 during college football broadcasts. Additional placements are planned across television, digital, social, and BetMGM venues nationwide.

Hamm said, “BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy. It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”

BetMGM Chief Marketing Officer Casey Hurbis added that the campaign reflects a reimagining of BetMGM’s identity, drawing on its Las Vegas roots and focusing on the storytelling within gaming experiences.

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Highdive collaborated with BetMGM’s in-house team on the repositioning, which was informed by consumer research.

Highdive Co-Founder and Co-Chief Creative Officer Mark Gross added, “We didn’t just create ads – we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today’s players, not at them.”

BetMGM noted that responsible gambling continued to be an important part of its operations. It highlighted tools including GameSense, developed by the British Columbia Lottery Corporation and already used at MGM Resorts properties, as well as other existing in-app resources designed to promote safe play.

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BetMGM unveils ‘Make It Legendary’ campaign starring Jon Hamm

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