• by Danielle Oster , Yesterday

Ahead of football season kicking off, daily fantasy sports operator PrizePicks enlisted some big names for what the Atlanta-based company says is its biggest campaign ever.

In one pairing, comedian Adam DeVine (“Workaholics,” “The Righteous Gemstones”) stars alongside retired NFL star-turned actor (“Bottoms,” “Freaky Tales”) Marshawn Lynch in the new campaign, entitled

Created in collaboration with Austin-based creative agency Preacher and Klutch Sports Group, “It’s Good To Be Right” juxtaposes real-world failures with the feeling of winning at fantasy sports.

For DeVine and Lynch, that means the pair trading barbs about failed (fictional) business pursuits: “Devinity” cologne, and Lynch’s “Yeast Mode” cookbook. The ad finds the pair walking through Los Angeles, ultimately bonding over their shared love for the “It’s Good To Be Right” feeling they get from fantasy sports success.

“Our passionate community connects the worlds of sports and entertainment, and we wanted to fuel the excitement of football season with our biggest campaign yet,” PrizePicks CMO Mike Quigley said in a statement.

The campaign really leaned into the failed product launch concept ahead of the reveal ad, with DeVine and Lynch debuting their respective products with limited samples sent to influencer partners who posted content leading up to the ad’s release Aug. 18. OOH ads in California, Georgia and Texas also promoted “Devinity” cologne and “Yeast Mode” ahead of the reveal.

The campaign also includes an ad pairing comedian Drew "Druski" Desbordes with Super Bowl champion and College Football Hall of Fame running back Reggie Bush. “Working Out” finds the duo sharing a workout session, where it’s clear they have very different definitions as to what constitutes “grinding” at the gym.

In the coming months, PrizePicks will continue to release “over a dozen” new ads in the campaign featuring the comedy and football pairings. The campaign will continue running nationally, as well as on PrizePicks’ social channels.

 “Enlisting these legends of comedy and football to represent the healthy banter that comes with playing PrizePicks was a no-brainer. Just letting them be themselves perfectly captured the thrill of getting in on the action,” Preacher co-founder Rob Baird said in a statement.