Powered by director Emma Debany’s offbeat comedic chops, ‘Jackpot Season’ ditches the high-stakes casino tropes and drops players into a world that’s straight-up entertaining. Inspired by mockumentaries that follow characters deeply embedded in niche cultures, the films focus on a couple and a cast of characters who are, simply put, Jackpot Enthusiasts.
The campaign is built on the insight that casino players are sharp and committed — they follow the action, track jackpots, and know exactly where to play: with Hard Rock Bet. In a category that loves to shout, the new campaign created with creative agency partner 72andSunny New York is a character-driven, comedy-fueled world where a cast of unforgettable personalities make ‘Jackpot Season’ as fun to watch as it is to play.
“It’s officially Jackpot Season on Hard Rock Bet, and we’re calling all New Jersey players to Roll With Us for up to 25 daily jackpots and a Big Sunday Jackpot on our top-rated app,” said Grant Williams, Hard Rock Digital’s SVP of Casino. “We’re looking forward to introducing New Jersey to the Jackpot Enthusiasts featured in our campaign while awarding over 2,000 jackpots and over $1.5 Million in prizes during the next 11 weeks.”
“We obsessed over every detail of this self-aware world, from the tone of voice to the tiniest props inspired by graphics from casino games, because we knew the more specific and unexpected it felt, the more it would resonate with a savvy audience that’s seen it all. And we were lucky to work with Emma, who packed so much humor into every scene.” said Geno Burmester, Group Creative Director at 72andSunny New York. “Hard Rock Bet trusted us to take a big creative swing, and that partnership gave us the freedom to build something truly different in the iGaming space — something with personality, rewatchability, and heart.”
“This campaign for Hard Rock Bet allowed me to play in a mockumentary style, something I’ve long wanted to do,” said director Emma Debany. “72andSunny were the most collaborative team I could ask for. We truly shaped the campaign together, and that type of holistic approach will always produce the best work. Creating a pair of likeable, jackpot-loving characters while highlighting the Hard Rock Bet brand was an exciting ask, and I think we nailed it. The ad itself will get viewers in the door, but genuinely interesting characters will make them stay!”
About 72andSunny
72andSunny is a global marketing agency who unlock possibilities for the world’s most ambitious brands. With offices in Amsterdam, Los Angeles, New York, and Sydney, 72andSunny leads with unparalleled strategy, disruptive creativity, and is driven to expand and diversify the creative class. Recognized 14 times by Ad Age’s A-List and honored as “Agency of the Year” by both Adweek and Ad Age, 72andSunny continues to push the boundaries of innovation. For more information, visit 72andSunny.com and on Instagram: @72andSunny
About Hard Rock Digital
Hard Rock Digital is the exclusive Hard Rock International vehicle for interactive gaming and sports betting and the primary vendor to the Seminole Tribe of Florida for sports betting. Known the world over for its famous cafes, casinos, hotels, and music memorabilia collection, Hard Rock’s legendary hospitality and entertainment serves as our foundation as we build the future of sports betting and internet gaming. Headquartered in Hollywood, Florida, and with offices in Austin, Texas, Atlantic City, New Jersey, and Toronto, Ontario, Hard Rock Digital is dedicated to creating the best place to play for sports fans and mobile gamers everywhere.
