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“No one can make you feel inferior without your consent.” – Eleanor Roosevelt.
Gordy Gronkowski has seen his son Rob kick a field goal before, but only once since high school. My son and father were a little concerned when I asked them to kick a field goal. “He loves a challenge and has been to many Super Bowls. The only thing I wondered about was being on the field with his teammates and how millions of people were watching him alone. It was the difference of being where I was.”
This will be FanDuel’s first Super Bowl ad. When that top marketer started brainstorming on opening Thursday of this NFL season, they knew more about what they didn’t want: for expensive creatives that expire in a day, ignorant No celebrity pairings.
A year earlier, FanDuel EVP/Marketing Andrew Sneyd had come across sound bites like M&M that Super Bowl ads were “as valuable to sportsbooks as candy ads on Halloween night.” I was. As a result, his creative his team began in the NFL playoffs, the first commercial in the third quarter live in his pod, and he spotted an arc that culminates in Gronk attempting his goal on the field for 25 years. I created a campaign to draw
In “The Kick of Destiny”, anyone who places a $5 Super Bowl bet through FanDuel will share a $10 million pool (which can only be used for future FanDuel bets). Given all the bets around the Super Bowl, Sneyd explained that the goal of the campaign was to increase brand awareness and customer acquisition. “We wanted a fun way to get a lot of people who might be interested in sports betting but haven’t signed up.They start in this category.”
FanDuel executive creative director Steve Giraldi said the process is a result of the goal of not only polishing the brand among legitimate sports betting competitors, but “becoming an iconic brand in sports.” said. With ambitions to break through on advertising’s biggest and most competitive stage, he said, “Our idea was, ‘What’s crazy and are they going to buy it?'” he said. Told.
A dollar sign is an easy way to get a gambler’s attention. FanDuel promises that everyone who bets $5 or more on the Super Bowl on its site will share the $10 million free bet he made.Gronkowski is No I wonder about the “surprise” ending as I have to kick the payout. “I thought this was going to blow up unless I donated a significant amount of money,” he says Giraldi. Originally he intended to donate $50 million, but settled for $10 million. ”
Gronkowski had signed on as an endorser just before the “Kick of Destiny” concept was completed in October. At the first meeting to discuss the campaign, Gronk responded with the line “I don’t kick, I catch.”
FanDuel wanted a “fish out of water” for this campaign. Tight his end kick is just that. Still, the Super Bowl is a familiar place for Gronkowski. He has won four in his six appearances, and his Super Bowl ad credits include pairing him with his teammate Tom Brady. A T-Mobile spot and the familiar “Go to Disney World” ad, both from Super Bowl LV.
“Kick of Destiny” was approved in October and shot in mid-December at Dignity Health Sports Park, the home field of MLS’ LA Galaxy.
FanDuel executives initially asked for $50 million in donations, but settled for $10 million.
Even before the live ad trepidation, Snead said the hardest part of the entire campaign was securing the necessary approvals from the NFL, Fox and “risking it to fail in front of millions of people.” Sneyd: “I call it a very long three-legged parley.”
Live components are very complex. The kicking takes place about 20 miles from Glendale’s State Farm Stadium, which hosts the Super Bowl, which raises unique concerns. “I have never had to worry about the weather before shooting,” he says, Giraldi. “It required looking back at 10 years of weather and planning for the possibility of rain and high winds,” though that seems unlikely in the desert.
Wieden+Kennedy is FanDuel’s creative agency, and its Group Creative Director Gerard Caputo is directing its seventh Super Bowl ad. The campaign features three teaser ads of him heading into the big game, with the first airing at the start of the playoffs. “Most celebrities come in for a shoot, do a tweet or two and they’re done,” he said. “These always feel different,” Caputo said. “The audience and the stakes are much bigger.”
Perhaps the staff will focus on the Super Bowl score once the live shots are over. or maybe not. “Let’s take one last breath and see if we can get off the blood pressure medicine,” laughed Girardi.
As a veteran of the NFL’s punt, pass, and kick contest, Gronkowski kicked his idiosyncratic field goal straight. Former Pat kicker Adam Vinatieri, in his campaign as Gronk’s kicking coach, had him take a football-style kick for his Super Bowl attempt. Elder Gronkowski said.
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