The casino industry is highly regulated, and due to legal requirements by both the US government and the client's own legal teams, advertising needs to include specific copy. Specifically, if there is a money giveaway, the contest process needs to be explained to the audience. Additionally, a disclaimer and inclusion of a help line for gambling addiction needs to be included.

As a result, it becomes difficult for copywriters to not only include all of that info, but also make it entertaining and have drive awareness.

Some of these spots, such as "ATV" and "Fantasy Vault" were done to in the typical voice/tone for the brand. However, this was not a mandatory rule, and the client embraced entertaining scripts that told stories in innovative ways. In other spots, you'll find ghouls and goblins discussing Halloween at their staff meeting, a talk with the biggest NASCAR fan ever, or re-working public domain Christmas carols into earworm tunes.

Other spots, such as "Customer Comment" were done as non-contest spots, with that one in particular requiring us to use quotes from a letter the client received from a customer. Since we couldn't change the exact quotes, I had to carefully weave them into the script to tell the story.