Keith Lemon Celebrates Incredible Wins in 32Red's Elaborate Campaign

Award-winning online casino, 32Red, has enlisted the expertise of strategic marketing agency, HOME, and production company, Chief, to create a national digital and TV campaign starring celebrity character Keith Lemon.

After running a variant of the same ad for a number of years, 32Red wanted a fresh advertising vehicle to showcase its entertainment credentials and re-energise the brand.

As lead creative agency, HOME created a new campaign centred around the ‘incredible’ moments players experience when gaming with 32Red – from the big jackpots up for grabs, to competitive offers and exclusive games. 

The TV ads and digital formats are created in a modular way to allow for a near-endless combination of scenarios, resulting in an extraordinarily flexible format suitable for promoting a range of different games and offers over the next couple of years. 

Don McGrath, executive creative director at HOME said: “We wanted to break the category norms and position 32Red in the world of popular culture and prime-time entertainment. Our campaign brings to life all the work that’s done behind the scenes to deliver ‘incredibleness’ to the players, and shows that 32Red is the number one online casino destination. They’re a brilliant client with brilliant people and creating this campaign has been a truly fun and collaborative process from start to finish.”

Set against Sam and the Womp’s ‘Bom Bom’, the entertaining ad stars Keith Lemon, amongst all the chaos and fun that is backstage at 32Red. The viewer follows Lemon, reading his notes, through a series of ‘incredible’ moments backstage with the colourful characters from 32Red’s range of games. This includes moments such as a quick change, slow motion mic catch, and being immersed in games like Tipping Point and I’m A Celebrity. 

Once on stage, Keith Lemon introduces the viewer to the dizzying variety of games and offers available at 32Red, all brought to life on the big screens in the glitzy primetime studio setting. 

Sam Mead, head of UK brand marketing at 32Red said: “HOME’s extensive experience both with TV and within the gaming industry made them the right agency for the job. We’re thrilled with the end product, it really captures the energy of the 32Red brand. A job well done and kudos all round, thanks for all the hard work HOME and Chief.”

Karen James, commercial director at Chief elaborated: “This really was quite an incredible production and a brilliant collaboration. Creating such a complex suite of high production value assets in one shoot was a testament to all involved.”

The first set of ads air from March on digital and across channels including ITV, Channel 4 and Sky.