FanDuel, the leading US gaming destination, launched a new national campaign to promote the 20/21 NFL season which celebrates the return of fans and promotes a product which it claims makes it ‘absurdly easy to enjoy the games the fans have been waiting so long for’.
The campaign, created by BBH New York and helmed by Arts & Sciences director Mike Warzin, brings together NFL players, coaches (and even a falcon) to help fans enjoy the season and to drive home the message that fans would need to go to extreme lengths to make betting on this season’s games any easier than with FanDuel.
The campaign, which will run through the NFL season, is based around a seven-spot flight of entertainingly off-beat commercials backed by complimentary social and digital content exploring alternative ways FanDuel might simplify fantasy sports and sports betting.
One ad sees Hall of Famer Orlando Pace, a former tackle with the St Louis Rams and the Chicago Bears, help place bets using your own hand.
Another features former New England Patriots All-Pro nose tackle Vince Wilfork minimising risk on game day by trying all the match day food for you, while other videos in the series include an odd couple featuring coach Jeff Fisher and his new buddy Tony, and a scarier than ever James Harrison.
“There is a ton of pent up demand and excitement for football coming back, especially given how challenging the last few months have been. So, we centred our campaign this season around how easy-to-use FanDuel is, in the only way we know how – by being absurdly focused on fans, said FanDuel CEO Mike Raffensperger commenting on the campaign.
“We loved working with FanDuel and helping them stand out as an absurdly fan-focused sports entertainment company,” added BBH NY ECD Jonathan Mackler. “And selfishly, it was one of the most fun and rewarding projects that I’ve been involved within years.”
Find more videos from the campaign here.
The campaign was created for client Fanduel’s Chief Marketing Officer Mike Raffensperger, Executive Creative Director Steven Giraldi, VP Communications & Brand Strategy Simon Kennedy, VP Integrated & Product Marketing Kelley Walker, Associate Creative Directors Keith Wasser and Edgar Gallardo and Creative Operations Manager Lindsey Cook by BBH New York.
The creative agency team included Chief Creative Officer Rafael Rizuto, Executive Creative Director/Head Of Creative: Jonathan Mackler, Creative Directors/Copywriters Scott Cooney and Steve Mcelligott, Creative Directors/Art Directors Diego Fonseca and Jerome Marucci, Brand Designer Lukas Weber, Managing Partner L Parker Barnum, Account Director Shana Honig Horowitz, Account Supervisor Dylan Roley, Head Of Production Brooke Kaylor, Senior Content Producer Shelley Giera, Head Of Planning Tom Callard, Strategy Director Helene Dick, Strategist Dylan Fauss and Director Of Business Affairs Librado Sanchez.
The production company was Arts & Sciences with Director Mike Warzin, Directors Of Photography Max Goldman and Trent Opaloch, Executive Producer John Benson, plus Line Producers Terri Shafirov and Kelly King.
Editing was by Mackcut with Editors Ian Mackenzie and Dave Koza, Assistant Editors Cooper Mclane and Zoe Newman and Executive Producer Gina Pagano.
VFX and finishing was handled by Blacksmith , colour grade by Company 3, sound and mix by Mackcut & Sound Lounge and talent handled by WME.
Comment:
Taking ‘zig while others zag’ approach to marketing, FanDuel decided to focus on the return of fans, whilst most other sports marketers were celebrating the ‘return of sport’ in recent months.
This campaign offers up quirky humour, an engaging demeanor, plenty of big-name NFL stars and some stylish cinematic technique as it seeks to stand out as an sport and entertainment category leader in a cluttered marketplace.
Links:
FanDuel
https://www.fanduel.com/fantasy-football
https://www.youtube.com/user/FanduelVideos
https://www.instagram.com/fanduel
https://www.facebook.com/FanDuel
BBH NY
https://www.bartleboglehegarty.com/
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