DraftKings recruits Martin Lawrence to front heavy-hitting NFL ad campaign
Bad Boys legend stars alongside a host of celebrity comic actors as US operator unveils ‘The Feels’ creative marketing series
DraftKings has unveiled a new creative marketing campaign ahead of the new NFL season.
As first reported by The Drum, the series stars Martin Lawrence of Bad Boys fame alongside comic actors Christopher Mintz-Plasse (Superbad), Kristen Schaal (Bob’s Burgers), Timothy Simons (Veep) and Dascha Polanco (Orange is the New Black).
Titled ‘The Feels’, the campaign aims to personify the emotional rollercoaster associated with betting on sports as it invites viewers to download the DraftKings app in order to “feel the NFL action like never before”.
In one advert, the characters openly debate if their bet on the New York Giants was a good one, while confidence and indecision go head-to-head on an aggressive bet in another video.
DraftKings VP of brand and sports marketing Michael Shonkoff told The Drum: “Our objective is to continue building a beloved brand, not solely as a sports brand or an online betting brand, but a lifestyle and entertainment technology brand – a community for the passionate, thrill-seeking ‘skin in the game’ fans out there.
“By delivering a best-in-class product that’s fuelled by our spirit of innovation and passion, we continue to move the industry forward: whether through exciting products, promotions and events you’ll see over the 2021 NFL season, or in our recent expansion into the NFT space with our Marketplace launch.
“Where we can serve our fans, we’ll continue to create and invest,” he added.
The new campaign will run both nationally in the US and locally on a state level via network and cable television, in addition to streaming platforms YouTube, ESPN and NFL Network.
Digitally, the campaign will be supported on social platforms including Facebook, Instagram, Snapchat, Twitter, TikTok and Reddit.
(Photo by JC Olivera/Getty Images)