FanDuel has launched the first legal sports betting commercial for the US sports market.
To help promote the campaign, the sports betting site has enlisted John Moreways and Sammy Win, the “multi-sport mega-star duo you’ve never heard of.” In the debut spot, the two sometimes-football players connect on a hail mary. Moreways connects with Win from very deep, and Win avoids defenders with a two-finger grab that could have Odell Beckham Jr looking to top this NFL season.
The darkly cinematic feel to the integrated campaign is balanced by the billowing confidence of the two players and their supporting characters. In the main 60-second spot, the two announce their signing as FanDuel and a reporter finally catches on to the punchline-tagline.
Other pieces highlight FanDuel’s functions, like the mobile guru tool that optimizes player selection for ease of use. Which makes “it kind of like a coach”, and “kind of like a wizard.” Another pokes fun at the long-overdue wait for nationwide legal sports betting, which is as overdue as a phone-friendly foam fingers and working towelcopters.
The campaign, made with VaynerMedia, has included Twitter and Instagram social profiles for Moreways and Win that look to be updated regularly throughout the campaign. Radio, digital/social, OOH and strategic influencer partnerships also play a role in this campaign.
Jaguars to Giants: pic.twitter.com/w7aeo3aj3e
— Sammy Win (@RealSammyWin) September 9, 2018
Ryan Fitzpatrick gets it. #BEARDpic.twitter.com/QiIt4g1x0G — John Moreways (@JohnMoreways) September 9, 2018