DraftKings: Sportsbook launch by Deutsch

Agency: Deutsch
Client: DraftKings
Date: Aug 2018
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Charles Barkley isn’t known for his quiet nature, which makes his pairing with equally loquacious character Dr. AftKings in the latest campaign for online sports betting company DraftKings a perfect match of slightly off-kilter personalities.

The campaign, created in collaboration with Deutsch, promotes the DraftKings Sportsbook, and launches Monday (Aug. 13). It brings back the popular Dr. AftKings character, who diagnoses fans that are suffering from a range of new sports-related disorders. The cure in this case is the DraftKings Sportsbook, featuring NBA Hall of Famer, Charles Barkley.

Known gambling fan Barkley appears in two of the campaign spots as well as ‘Barkley Knows Bets,’ a series of digital films that helps teach US sports fans about the ins and outs of betting. Together, Dr. AftKings and Barkley use a lighthearted, comedic approach to educate fans about the various benefits of DraftKings Sportsbook.

In one spot, ‘Good News, Bad News,’ Barkley is in the doctor’s office when the doc comes in and diagnoses him with ‘Acute Win Deficiency’ then offers an easy cure – the DraftKings Sportsbook app. He also gives him some bad news, that his playing days are over. He ends with a quick jab, offering, “You can always try the broadcast booth, you don’t need talent in there.”

The second spot, ‘Something’s Wrong’ finds the doc on the plane with Barkley, diagnosing Barkley as having a bad case of “single game fixation” as Barkley squints at his mobile screen. He offers the app again as a cure, so he can bet on the games he wants any time he wants. Barkley then tells Dr. AftKings that he talks too much and that he’s already downloaded the app. The good doctor then takes a seat in first class before he’s ushered humorously back to coach.



Brand & Creative – Don Lane

Brand & Sports Marketing – Michael Shonkoff

Acquisition Marketing – Stephanie Sherman

Brand Director – Megan Montgomery

Senior Marketing Associate – Katie Donohue

Manager, Social Marketing – Kyle Beaudouin

Creative Director – Scott Salsbury

Director of Design – Thibault Kim

Marketing Director – Josh Levin-Scherz

Marketing Specialist – Ethan Shibutani

Marketing Specialist – Ben Stepansky

Deutsch Office: New York

Chief Creative Officer, New York – Dan Kelleher

Executive Creative Director – Pete Johnson

Associate Creative Director – Jameson Rossi

Senior Art Director – Lauren Geisler

Senior Copywriter – Gabe Sherman

Director of Integrated Production – Joe Calabrese

Director of Print and Art – Sarah Manna

Senior Producer – Andrea Segura

Integrated Producer – Marieme Sall

Project Manager – Ashley Heisner

Planning Director – Andrew Quay

Senior Strategist – Rachel Gruber

Account Director – Andrew Arnot

Account Supervisor – Emily Doll

Business Affairs:

Director of Business Affairs – Maria Taris

Group Director, Integrated Business Affairs – Stacy Schwartz

Integrated Business Affairs Manager – Nikki Balekjian

Production Company: O Positive

Director – Kenny Herzog

Executive Producer – Ralph Laucella

Executive Producer – Devon Clark

Line Producer – Jason Gilbert

Director of Photography – Scott Henriksen

Editorial: Gattie & Lopez

Editor – Chuck Willis

Editor – Greg Ryan

Managing Director – Sue Willis

Executive Producer – Anna Pettiti

Production Company: Steelhead

Executive Producer – Jeff Morgan

Line Producer – Kelly Amato

Director – Adam Jones

Director of Photography – Patrick Jones

Editorial: Steelhead

Executive Producer – Jeff Morgan

Producer – Samantha Addy

Editor – Cohan Anderson

Editor – Martin Murphy

Photo Agency: Greenhouse Reps

Corey Nickols

Telecine: Steelhead

Colorist – Juan Guzman

Telecine: Chimney

Colorist – Lez Rudge

Visual Effects: FIXTER

Flame Artist – Rich Schreck

Visual Effects: Long Tack Sam

Creative Director/Partner – Colin Stackpole

Flame Artist – Pete DeAndrea

Music/Licensed Music Tracks:

Extreme Music Track - XCD070_01 SUPERBAD

Audio Post: Long Tack Sam

Audio Engineer – Walter Bianco

Shoot Location:

Los Angeles, CA

End Tag Animation/Graphics Company: Long Tack Sam

Motion Graphics – Ed Tasick