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.
“At DraftKings, we believe life is more fun with skin in the game,” said Don Lane, senior vice president of brand and creative for DraftKings. “Our Sportsbook campaign taps into this spirit across channels, leveraging our unique voice to connect with fans who want to play along with – not just watch – the games they love.”
Added Dan Kelleher, chief creative officer of Deutsch NY: “Charles Barkley epitomizes the playful, comedic tone of DraftKings and we thought he was perfect to introduce such a monumental moment in sports with the release of DraftKings Sportsbook.”
See the spots by clicking on the Creative Works box below.