Australia-based US-facing operator PointsBet has launched its latest ad campaign, ‘Live Your Bet Life’, featuring former National Football League (NFL) player Drew Brees.
The advert – directed by Dave Laden and with special effects by f/x company Parliament – sees the NFL Hall of Famer and New Orleans Saints’ SuperBowl Champion scale a mountain summit with three friends, before revealing that they are in fact in a pub enjoying sports and the PointsBet app.
Developed in partnership with brand consultancy firm Troika Media Group (TMG), the three-part video campaign has seen the duo conduct broadcast, digital, social, out-of-home and in-stadium marketing and will air nationally across the US and in markets where PointsBet is licenced.
“Showcasing our lightning-fast app and easy to use interface that is primed for the in-game betting experience, this campaign is as customer-friendly as our reputation,” said PointsBet USA CEO, Johnny Aitken.
“The creative team at Troika developed some great concepts to show Drew’s personality and highlight the exciting features of our product. From the top of a mountain to your couch at home, PointsBet is the service for everyone to Live Your Bet Life.”
The TMG marketing campaign will see the firm leverage its ‘sports expertise and knowledge of fans’ to strengthen PointsBet’s brand value, reach and recognition, using the slogan ‘Live Your Bet Life’ for market positioning.
Brees first partnered with PointsBet – which is currently solidifying its position in the US sports betting market in states such as Arizona, whilst putting in a joint ‘superbid’ in New York alongside Kambi, Caesars Sportsbook, Resorts World Catskills, Rush Street Interactive and WynnBet – as a brand ambassador in July, joining athletes such as Shaquille O’Neal and a range of teams including the Detroit Pistons and Chicago Bears.
Brees remarked: “PointsBet is a clear leader in the gaming space, and the Live Your Bet Life campaign is a celebration of what differentiates our service. In the first ad spot, I am leading my friends on the adventure of a lifetime from the top of a mountain to a great local gathering spot.
“We celebrate our victories together when our single-game parlay comes through, highlighting the take-it-anywhere approach and in-game betting options that our technology helps us achieve. This is a great partnership, and I am looking forward to our continued collaboration on the additional ad spots. They will be as fun to watch as they were to film.”