Post Malone brings crossover appeal to Hard Rock Bet campaign

Things that have crossover appeal in culture: bucket hats, mullets and Post Malone. At some point, all three have meshed their way into different intersections of culture successfully. 

It’s only fitting, then, that Hard Rock Bet chose Post Malone as its ambassador for a new campaign that aims to demystify sports betting even for the most inexperienced gamblers. 

Launched Monday (Aug. 19), “Roll With Us,” created by 72andSunny New York, introduces Hard Rock Bet as the sports betting app for everyone (21+, of course). A series of spots invite people of all backgrounds and experiences with sports betting—from novice to expert, from average college student to Post Malone—to join in the fun. 

A voiceover pushes back against the current sports betting culture of confusing jargon and pressures to get rich quick, reminding people they don’t need experience to bet on Hard Rock Bets (or even know much about sports, for that matter).

The campaign comes off the back of the release of Post Malone’s recent album “F-1 Trillion,” in which the “White Iverson” rapper ventures into a new genre: country. It’s that blending of genres and crossover appeal that made him the right fit for the campaign, said Geno Burmester, creative director at 72andSunny New York. 

“We worked closely with our director, Ward, to create a world that elevated the anticipation and thrill of a bet in the most irreverent and relatable way possible. A world that shows superstars like Post Malone on the same playing field as the rest of us. A world everyone would wanna roll with,” he said. 

 The campaign will run on TV, online video, social, digital OOH and radio. 

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