Discover BetRivers Sportsbook & Casino's 2024 campaign featuring the legendary Bert Rivers, a fictional 70s spokes-character bringing entertainment to media &

Media / Entertainment

INTRODUCING FICTIONAL 70’S SPOKES-CHARACTER BERT RIVERS

Other Media / Entertainment Campaigns

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INTRODUCING FICTIONAL 70’S SPOKES-CHARACTER BERT RIVERS

Description

Launched in 2024, the campaign INTRODUCING FICTIONAL 70’S SPOKES-CHARACTER BERT RIVERS for BetRivers Sportsbook & Casino, crafted by the ad agency TMA, marks a dynamic entry into the brand’s storytelling landscape. This innovative film series introduces Bert Rivers, a charismatic and legendary party icon frozen in the 1970s who awakens in the modern era to discover that his cherished casino now fits right in everyone’s pockets. Under the direction of Golden LA’s Tim K, the six media assets blend nostalgia with contemporary relevance, creating an engaging narrative that resonates with today’s audience while nodding to the past. One of the key elements of the campaign, titled Bert Rivers – Responsible Limits, features the titular character discussing the importance of self-imposed limits when engaging with gaming and betting, positioning BetRivers not only as an exciting entertainment destination but also one that advocates responsible play. The campaign’s use of a fictional spokesperson allows for a playful yet meaningful connection, leveraging humor and a compelling time-traveling concept to highlight the seamless transition of the brand into the digital age. The creative approach exemplifies how BetRivers is embracing innovation while maintaining its core values, making this campaign a strong example of combining storytelling, brand personality, and responsible messaging to engage and educate consumers in a saturated market.

Credits

Client

BetRivers Sportsbook & Casino

Agency

TMA

Production House

Golden LA, Vision Films

Producer

Matthew Marquis, Geoff McLean, Dahlia Stone, Nathaniel Greene, Lawrence Payne, Kiki Einziger, Matt Williams, Corey Hart, Kelly Matousek

Director

Tim K

Crew

Gunther, Molly Gandour, Shayne Tanabe

Cinematographer

Barry Parrell

Production Designer

Brad Wilson

Wardrobe Stylist

Abigail Jones

Makeup And Hair

Shawna Lee

Music

CAYA

Ecd

Benjamin Einziger

Creative Director

Tim Adams, Mike Maloney, Scott Wolf, Calum Beedling, Rush Street Interactive

Campaign Proposition

The campaign introduces BetRivers Sportsbook & Casino’s fictional 1970s spokes-character Bert Rivers, leveraging nostalgia and humor to emphasize the brand’s evolution and accessibility. By portraying Bert as a time-traveling party figure who awakens in the present where the casino now fits in everyone’s pocket, the campaign underscores BetRivers’ core proposition: bringing the excitement and social atmosphere of a classic casino experience into a modern, convenient digital format. This reflects the brand’s promise to offer an engaging, approachable sportsbook and casino experience accessible anytime, anywhere. Strategically, the campaign taps into cultural nostalgia for the 1970s, juxtaposing it with contemporary mobile technology to resonate with both long-time gambling enthusiasts and younger, tech-savvy audiences who value convenience. The use of a comedic fictional character offers a memorable, relatable narrative device that humanizes the brand and differentiates it within a competitive marketplace. Additionally, the campaign’s emphasis on responsible gaming, as highlighted in the supporting asset “Bert Rivers - Responsible Limits,” addresses consumer concerns about gambling habits, suggesting BetRivers aims to cultivate trust and promote sustainable play alongside entertainment. By blending storytelling with a clear demonstration of product accessibility and social responsibility, the campaign positions BetRivers as both fun and reliable, appealing to a broad demographic familiar with digital entertainment but appreciative of traditional casino culture.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign introduces Bert Rivers, a fictional, time-traveling 70s "party boy" as an invented spokesperson for BetRivers Sportsbook & Casino, designed specifically for ongoing appearances and brand recognition. The campaign’s narrative construction (a legendary character waking up to a modern version of something he loved) and the development of multiple films featuring this unique spokesperson signal the “Ongoing Characters or Celebrities” device. Bert Rivers functions as an entertaining, memorable personality whose recurring presence builds brand association and recall, rather than resolving a story arc or exemplifying real product demos/testimonials. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats