GET INTO BET MODE - Don't F*** With Susie Essman (2022) :30


“Get Into Bet Mode is a brand platform that brings to life one of our core product differentiators, the deep integration between media and betting, and how that makes betting simpler, seamless and more intuitive,” said Aubrey Levy, Senior Vice President, Marketing and Content, theScore. “These video spots are an extension of how we serve fans, eliminating all the friction points for a streamlined betting experience. The heightened moments before a game are relatable, and that’s where Susie, Gerry and Rex show up in their own uniquely entertaining ways to help our fans focus and get into Bet Mode. 


Levy continued, “We’re excited to roll this campaign out across Ontario and finally bring theScore Bet to our home territory.”


The campaign includes :30, :15 and :06 second spots, a series of social ads, radio, digital and out-of-home assets and the two minute video. The spots will air across Ontario with additional creative debuting post-market launch on April 4. 


The campaign personifies the popular BET MODE function that is available to all theScore app users. Bet Mode offers a suite of cutting-edge features that are a staple of theScore’s integrated media and betting experience, which, much like our campaign talent, helps remove the friction between placing bets and enjoying the game. On April 4, 2022, theScore Bet will officially debut in Ontario where millions of fans will finally be able to experience the full power of BET MODE.


theScore Bet worked in partnership with Toronto-based Diamond agency on the campaign creative and strategy. The spots were directed by comedy veterans The Director Brothers, Ryan McNeely and Josh Martin.

"The celebrities in the campaign deliver comedy and also serve to unblock distractions, which we use as an expression of the product. Much like theScore Bet, they help friends lock in their bets and enjoy the game," says Jordan Cohen, Creative Director at Diamond. “We believe that putting the fan experience first is refreshing for the category.”

Campaign Title: Get Into Bet Mode

Brand: theScore Bet


SVP, Content & Marketing: Aubrey Levy       

CEO: John Levy

Director, Marketing Activations: Alannah Della Vedova              

VP, Communications: Dan Sabreen


Agency: Diamond Marketing Group

SVP Creative Director: David Stevenson

Creative Director: Jordan Cohen

Copywriter: Jordan Cohen

Art Director: Bruce Harris

Agency Producers: Tessa Waisglass, Mark Graham

Senior Director, Accounts: Cory Visser

SVP Accounts: Lorri MacDonald

Partner: Josh Diamond   


Production Company: Radke Film Group

Executive Producer: Dan Ford   

Director: The Director Brothers

Producer: Amalie Bruun

Production Coordinator: Helen Carroll


Editorial: Saints Editorial

Editor: Steve Sora

Assistant Editor: Matthew White

Producer: Emily McKay

Executive Producer: Michelle Rich


Online: Darling

VFX Artist: Steve McGregor

VFX Assistant: Russell Hanson

Producer: Morgan Campbell

Executive Producer: Stephanie Hickman                


Colour: Alter Ego

Colourist: Wade Odlum

Executive Producer: Hilda Perreira



Music and Sound Design: OSO

Audio Creative Director: Harry Knazan

Audio Engineer: Leo Hicks

Producers: Jane Heath, Lauren Dobbie


Casting: Mann Casting

Media Agency: Initiative

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