theScore Bet has turned to a true master thespian for a new wave of advertising in its ongoing “Get Into Bet Mode” platform.

The ads feature former Saturday Night Live star Jon Lovitz, whose Master Thespian (known for the catchphrase “ACTING!!”) was among his popular recurring characters. Other ads feature comedian Russell Peters and Canadian actor Patrick J. Adams, best known for his role on the USA Network series Suits.

Developed by Toronto agency Diamond with media by Initiative Canada, the campaign is running across TV, digital and social, radio and out-of-home. It arrives just before the busiest time of year for sports fans, with all four of the major North American sports leagues in action.

While other betting services like BetMGM and BetRivers have relied on sports and sports adjacent stars like Wayne Gretzky and former TSN personality Dan O’Toole, theScore Bet has leaned heavily into celebrities. It introduced “Get Into Bet Mode” in March with ads featuring celebrities such as Curb Your Enthusiasm star Susie Essman and Canadian comedian Gerry Dee.

The new ads delve deeper into specific features of theScore Bet, with the Lovitz spot promoting its expanded betting options, Peters introducing its online casino offerings, including live dealer blackjack, and Adams demonstrating how theScore Bet seamlessly integrates with the company’s media app by allowing users to easily browse news, stats and data.

To quote from another beloved Lovitz character, pathological liar Tommy Flanagan, it just might be the greatest advertising campaign ever. Yeah, yeah, that’s the ticket.