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The wait is over as Leeds agency’s ad airs during Super Bowl

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A campaign created by Leeds agency Home aired during the Super Bowl on Sunday.

The TV campaign launched an online sportsbook offering for US-based Resorts Casino.

Following the legalisation of sportsbook in New Jersey, the campaign tells the people of New Jersey “the wait is over” and features a new strap line “New Jersey, we got this” to position the brand front-of-mind for sportsbook and assure its customers that Resorts Casino is there to “make every game matter”.

The 15, 30 and 60-second ads seek to capture the emotional journey and heightened anticipation sports fans go through when betting on games. The ads will air on networks including ESPN, CBS and Discovery across New Jersey.

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Watch Home’s ad here


The two-day shoot took place in six locations across Jersey City, with iconic views of New York City’s skyline featuring in the ads. As well as TV, the creative will be used across ResortsCasino.com, Facebook and Instagram pages, as well as native and display advertising.

Don McGrath, Executive Creative Director at HOME, said: “Ads from the majority of eGaming companies in the US are primarily focused on DR, acquisition and offers. Instead we wanted to take a brand response approach to launch Resorts Casino’s sportsbook offering to focus on the emotional connection with like-minded bettors. We’re delighted with the ads.”

Ed Andrewes, Owner EAGCC and lead consultant to Resorts Digital Gaming LLC., added: “We’re thrilled with the final ads and are confident they’ll play a big part in helping us lead the way with sports betting in New Jersey.”

Since HOME’s inception in 2002, the agency has grown to over 200 staff and has offices in Leeds, London, Gibraltar and New York.


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