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FanDuel Sportsbook today rolls out the first of seven spots from a new ad campaign that will run throughout the football season, playfully comparing life’s daily choices to the ones sports fans make when they place bets. Created with agency Wieden + Kennedy and shot largely from a first-person perspective, the debut spot follows a fan through a harrowing NFL Sunday spent hosting friends, with an odds calculator popping up at key moments along the way. Beginning with the likelihood of waking up on time (14-1 against), the calculator delivers odds that include running out of gas on the way to get snacks (9-1), returning late to find friends waiting outside the house (23-1 they’d be on time) and many other missteps, culminating with the most familiar of all “What are the odds?” events: A lightning strike (15,300-1). “Every moment in life is a bet,” the narrator says as the host is loaded into an ambulance. “But when it comes to the NFL, bet on America’s No. 1 sportsbook: FanDuel.” The debut spot breaks Friday morning on YouTube and paid social, with shorter versions to air during NFL game telecasts, as well as across digital platforms, including TikTok and Snapchat. FanDuel also will extend the theme to radio spots.
PREPARING FOR BUSY PART OF YEAR: The new campaign comes as sportsbooks prep for their most active customer acquisition period, the opening of football season. Though Kansas is the only newly legalized state that will open to online betting by year’s end, sportsbooks are expected to market heavily to acquire and retain customers. “For the most part, this category is still very new and there’s a ton for us to do to be able to ignite (returning bettors) and welcome people into the category who have had the opportunity to come in but just haven’t yet,” said FanDuel EVP/Marketing Andrew Sneyd. “That’s a lot of what we’re building with the Wieden campaign.” Many spots will be tagged with references to FanDuel as America’s leading sportsbook. “As we built the campaign, we wanted to make sure that we’re really referencing the fact that FanDuel is No. 1, and by quite a bit,” Sneyd said. “Part of how we built this campaign is that there may be a lot of odds that you need to take with little bets in life – but the one bet you don’t need to take is betting without America’s No. 1 sportsbook.”
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