Preston Spire's New Campaign Uses a Rampaging Elephant to Highlight Problem Gambling Conversations

Mar. 12, 2025

For two million Minnesotans, there is an elephant in the room that is destroying those failing to address the growing issue of problem gambling. With an estimated 250,000 problem gamblers in the state, and each of those affecting up to 10 others in their lives, Minneapolis advertising agency Preston Spire has produced a new campaign for the Minnesota Alliance on Problem Gambling (MNAPG) timed with National Problem Gambling Awareness Month in March. 

The new campaign, “Let’s Talk About It,” is running across digital platforms in Minnesota to get people talking about problem gambling, a topic that is too often left unaddressed — the proverbial “elephant in the room.” The PSA visuals are centered in a darkened and destructed American family room with tables overturned, busted lamps, “past due” bills strewn upon the floor and smashed family photo picture frames. Coupled with the visuals is a voiceover that charts the stark statistics of problem gambling which closes with the message: “If you suspect someone you love has gambling addiction, it’s time to talk about the elephant in the room” — with the closing shot revealing the metaphoric elephant among the ruin in the room.

The new work is a follow-up to Preston Spire’s first PSA for MNAPG, the gripping, award-winning “Just As Real.”

Brett Essman, Creative Director, Preston Spire said:

“An African Elephant weighs 13,000 pounds. But it’s still lighter than the burden of a gambling addiction on Minnesota families. We wanted to do something bold and memorable to counter the hundreds of millions being spent on gambling marketing and let people know that pretending not to see the problem won’t make it go away.”

 

The new campaign launches during Problem Gambling Awareness Month in March and is part of MNAPG’s efforts to raise awareness that gambling treatment is free in Minnesota. The timing is especially relevant given the frenzy of betting action surrounding the NCAA’s March Madness basketball tournament, coupled with the Minnesota Legislature again debating to legalize sports betting.

Susan Sheridan Tucker, Executive Director, MNAPG said:

“Problem gambling is a serious issue that requires serious discussions among families and loved ones, but unfortunately, it’s far too often left ignored, and as a result, ultimately tears families apart. Our hope is this message educates and encourages Minnesotans to start the conversation and seek out resources to address a loved one’s gambling problem so they can find the treatment they need.”

 

Sheridan Tucker encourages those seeking help to call the Minnesota Helpline at 1-800-333-4673. For more information about MNAPG and tools for increasing awareness of problem gambling, visit www.mnapg.org.