• by Fern Siegel , 4 hours ago

DraftKings Inc. has launched “Spin Your Way,” a new campaign by creative agency The Tenth Man.

The focus is highlighting the excitement of DraftKings Casino and the many ways people play and earn rewards.

The work is available in five U.S. states (New Jersey, Connecticut, Pennsylvania, West Virginia and Michigan) and in Ontario and Alberta, Canada, where the online casino is playable.

Ken Robertson, founder of The Tenth Man, told Agency Daily: “The challenge with a category this competitive is that everyone is fighting for the same eyeballs at the same time. We wanted to make something that felt less like casino advertising and more like entertainment. Big music, big energy, humor and a bit of swagger, while keeping the DraftKings Casino experience and brand right at the heart of it.”

Joseph Kahn directed the spot, which was more about mindset than demographics. 

The 30-second commercial plays on the dual meaning of “spin,” transforming the spin of a slot reel into dynamic physical movement as people travel from a yoga class to an astronaut’s journey in outer space.

Launched in 2018, DraftKings Casino offers customers a regulated and engaging gaming experience.

Christian Bogstrand, executive vice president-GM of iGaming at DraftKings, added: “‘Spin Your Way’ brings the flexibility of our platform to life through bold creative that celebrates the variety of our offerings, and the range of experiences customers
can choose from and make their own.”