OLG’s really fun new campaign for casino reopenings

Who: Ontario Lottery and Gaming, with BBDO for creative, and MediaCom for media.

What: “Where Fun Has Fun,” a post-pandemic comeback campaign for Ontario’s casinos.

When & Where: The campaign launched Monday (Feb. 28) for a four-week run on TV, social and radio.

Why: Like most public places, casinos have faced various restrictions and outright closures over the past two years. But with widespread hope we’re moving beyond Covid restrictions to a “live-with-it” phase of the pandemic, OLG wanted to remind Ontarians that the province’s 28 casinos are open, safe and, most importantly, fun.

“Trust and safety are a top priority for OLG and our casino service providers as we shift into the province’s re-opening phase after almost two very challenging years for Ontarians,” said Lori Sullivan, OLG’s chief land-based gaming and business development officer, in a release introducing the campaign. “OLG wants customers to know that they can once again immerse themselves in the fun and excitement they’ve come to expect of the in-casino experience.”

How: Creative plays with the idea that Ontario’s casinos are more fun than some of the most fun things you can think of. The 30-second TV spot shows a swashbuckling motorcycle daredevil racing up to a casino for some fun of his own, while inside there are cheerleaders, skydivers, marching bands and mascots all having a blast at the gaming tables.

“There’s a place that doubles down on the ultimate form of fun,” says the voiceover. “A place so thrilling your goosebumps will get goosebumps.”

“Our job was to tell everyone in Ontario that Casinos are back, and we were thrilled to have been given the opportunity to be the bearer of such great news,” said Max Geraldo, chief creative officer at BBDO Canada.


David Brown