FanDuel Casino debuts ‘Winning Is Undefeated’ campaign
Ad series with creative agency partner Mischief @ No Fixed Address highlight joys of triumph
FanDuel is taking a slightly unorthodox approach to a new ad campaign for its online casino product, highlighting the joys of winning.
The ad series, titled ‘Winning Is Undefeated,’ was ideated and produced in concert with FanDuel’s creative agency partner Mischief @ No Fixed Address.
The campaign includes two TV spots along with social, radio and out-of-home (OOH) assets, with the theme of winning presented through different narratives.
One of the spots is centered around a couple at dinner as a man breaks up with his girlfriend, the caveat being that she’s wanted to end the relationship for a long time and thus has reason to celebrate the win.
A narrator then succinctly ties it in to the bigger theme: “Wins work in mysterious ways. The feeling of winning is hard to beat. Find it in spades on FanDuel Casino.”
“We have big ambitions for FanDuel Casino and this is a huge step forward for our business,” said FanDuel Casino VP of brand strategy Daniele Philips.
“FanDuel has connected with sports fans and in doing so, has earned the position as America’s No. 1 sportsbook. We have an incredible opportunity to build on that success with FanDuel Casino. This is our first big, 360 brand platform work designed for longevity.”
The campaign, which will be featured in states such as New Jersey, Pennsylvania, Michigan and West Virginia where igaming is legal, aims to build FanDuel’s brand awareness around its suite of online casino games, including online roulette, blackjack, slots and live table games.
“Because winning is such a visceral thing, we wanted to highlight situations that would make people think, ‘I know that feeling, I like that feeling, and I want a little more of it in my life,’” said Mischief creative director Ryan Stotts.
While the intent is clear – elevate the positives associated with celebrating wins – the campaign is almost certainly to receive pushback from gaming stakeholders who will likely point to the lack of responsible gambling messaging.