Chief Productions

We are CHIEF. and we make great. Great commercials. Great TV. Great music promos. Great content.

Manchester, United Kingdom
Founded: 2002


Post Production

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Home creates ‘incredible’ national campaign for 32Red

April 6, 2021

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.


Television Advertising