Mobile game maker Scopely is rolling out a big new brand campaign for Monopoly Go by agency Omelet, including a star-studded spot with Jason Momoa, Keke Palmer and Chris Pratt—and Will Ferrell as the voice of Mr. Monopoly.

The ad takes the viewer on a frenetic tour of GOville, which is essentially the mobile game brought to life. Momoa (aka “Momoney”), Palmer (aka “Keke GoGo”) and Pratt (aka “Extra Chrispy”) travel through GOville with Mr. Monopoly, experiencing the highs and lows of the game, which has more social dynamics than most games—friends can earn rewards together, but they can also quickly become foes.

The theme is “Friendship Pays.” 

Also read: Clash Royale tests players’ strength by putting the game inside a 50-pound phone case

Henry Scholfield directed the spot, which rolls out today on TV, streaming, social and digital platforms. In the U.S., the buy includes broadcast before Monday Night Football, during the Thanksgiving Day Parade, NBC New Year’s Eve Special, NBC Christmas in Rockefeller Center and several holiday movies. Other channels include AMC Hallmark and targeted programs on Amazon, Disney+ and Netflix. 

The campaign also airs via broadcast in the U.K. and France. Digital campaigns are appearing in Canada, Spain, Italy and Germany.

The larger campaign features over 25 unique films, including behind-the-scenes with the cast, trailer chats between the talent and Mr. M, and six fully animated films, featuring Mr. M sharing financial tips from GOville.

“We didn’t just set out to create a campaign—we wanted to create a whole world that captured the roller-coaster feeling of playing the game,” said Raul Montes, creative director at Omelet. “GOville lives in between the real world and the game world, combining live action with hundreds of vibrant CG elements. It’s a fantastical place where everyone plays Monopoly Go together, and whatever happens in the game impacts what appears around the players—from flying Monopoly Money to a sidewalk tile that instantly turns into a cartoonish jail cell. In GOville there are no rules, only surprises.” 

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