Hard Rock Bet is rolling out the red carpet—and a whole lot of laughs—for New Jersey players with the launch of its new “Jackpot Season” campaign, created by 72andSunny New York and directed by rising comedy talent Emma Debany.
Forget the glitzy high-stakes clichés. This fresh campaign leans into mockumentary comedy to celebrate a group of over-the-top Jackpot Enthusiasts, eccentric characters who obsessively track wins, worship daily jackpots, and treat casino season like the Super Bowl.
“We obsessed over every detail of this self-aware world,” said Geno Burmester, Group Creative Director at 72andSunny New York. “From the tone of voice to tiny visual Easter eggs inspired by classic slot games, we wanted it to feel specific and delightfully unexpected. That authenticity is what resonates with savvy players who’ve seen it all.”
The campaign’s longform centerpiece, a two-minute comedic film, introduces a pair of enthusiastic gamblers and their equally passionate community, capturing the quirks of jackpot devotion in a style reminiscent of Best in Show or The Office. The result? A warm, funny and rewatchable campaign that humanizes the brand while standing apart in a crowded iGaming space. Watch below:
“This campaign for Hard Rock Bet allowed me to play in a mockumentary style, something I’ve long wanted to do,” added director Emma Debany. “Creating likeable, jackpot-loving characters while spotlighting the Hard Rock Bet experience was such an exciting challenge—and the collaborative spirit with 72andSunny made it even better.”
The campaign launches alongside a real-world Jackpot Season promotion, promising 25 daily jackpots and a Big Sunday Jackpot for New Jersey players across an 11-week stretch. According to Grant Williams, SVP of Casino at Hard Rock Digital, “We’re awarding over 2,000 jackpots and more than $1.5 million in prizes. The Jackpot Enthusiasts will show New Jersey why it pays to roll with us.”
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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