Steve Henry
Steve Henry
Group CEO

Kuala Lumpur, Casinos and a Multi-Million Pound Campaign

We are delighted to announce Genting Casino’s TV commercial premiered for the first time last night on Film4.

The first of two 30-second commercials was launched at 9:20pm on Monday 5th October, and is the culmination of ten months’ work alongside Guernsey-based agency LRD.

In July this year I travelled with Group Creative Director Paul Alexander and Senior Copywriter Stewart Wells to Kuala Lumpur in Malaysia – the birthplace of Genting Casinos. The ad was shot over three nights in this amazing Far Eastern city.


In the UK, Genting is the biggest name in casinos, with the most progressive online offering and over 40 land based casinos. Their global heritage in offering the very highest standards in casino play and the insight that gives us about players has been the foundation of developing the ideas for the TV adverts.

We have tried to encapsulate the way casino players feel when they play and communicate the surprising fact discovered in our research phase: that it’s not all about winning. The players love the opportunity to test their theories and game strategies to beat the house. Honing these skills gives them the greatest thrill. They understand they won’t win all the time, but they expect, through skill, that they will eventually come out on top.

The commercial follows ‘The Player’ – a fictional character – through Kuala Lumpur, hearing him share his thoughts on the ethos and attitudes of him as a serious casino player.

We worked hard as a team to create a commercial featuring iconic casino images alongside the dramatic city landscape of Kuala Lumpur, which culminated in the 30-second commercial premiered last night:

Actor Charlie Gardener plays the fictional character and is now set to appear in ‘The Martians’, one of Ridley Scott’s latest films. But I am sure our shoot was more fun for him!

CryBabyCry, an emerging Wakefield-based indie band, performed the commercial’s soundtrack and background music and have given the ad an amazing atmospheric and edgy feel.

You can find out more about the process of making the ad, some of the insight we gained and who was involved by watching our ‘Behind the Scenes’ film we have put together:

A 60s second brand advert has also been edited along with two 10-second versions of the TV commercial and will follow later in the campaign. A second 30s ad will follow in the New Year.

We thoroughly enjoyed working with Genting and their local agency LRD on this excellent commercial, and look forward to what the future holds for developing this route for this market leading brand.

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