This Online Canadian Casino Invites You to Break Free of Typical Casino Hypes

The Hive is excited to debut a new creative platform for OLG.ca, Ontario’s most trusted online casino, that aims to break free of the usual online casino hype. The goal with this campaign is to connect with real people that just want to enjoy their 'me time' and the little moments they get to themselves as much as possible. 

In the campaign film, OLG.ca emerges as the more authentic, more chill, and more enjoyable place to play as a young woman reacts to and rejects a typical online casino TV ad. 

Directed by Benny Nicks, via production company Frank Content, the :30 second commercial opens on a series of overbearing characters often found in online casino advertising; each designed to create a  trainwreck of cringe that is both hard to watch and impossible to look away from. All of a sudden, a young woman turns off her TV and saves the viewers from these online casino advertising cliches. Now in the OLG.ca online casino universe, the vibe is instantly more chill and fun as we see a series of real people enjoying their favourite games on their own terms. 

“In a market saturated with 65+ brands competing in the online casino space, we recognised the need for a fresh perspective. Many category brands tend to overemphasise just how a consumer needs to be, ending up with imagery that doesn't always align with reality. 'You Play You,' aims to stand out by offering, and welcoming authenticity in an often-flamboyant landscape. Our message is easy-going, yet empowering to the viewer, and to us as a brand.” says Maxine Chapman, VP brand and marketing at OLG. 

“Authenticity is a word that is used a lot in advertising these days, so to be able to openly reject the hype and completely switch up the tone to something that feels genuinely enjoyable and welcoming is an interesting shift we are proud to be a part of.”, says Jung Ahn, ECD at The Hive. 

The film launched regionally this week and will run in :30, :15, and :06 second versions across traditional television, OLV, and social media alongside a multi-pronged OOH and digital campaign.