UM and FanDuel have teamed up for the brand’s latest campaign, “Town of Destiny,” which takes viewers on a date with destiny – but this time, Destiny is a quirky town, not a championship game. Its eccentric residents, including unofficial mayor Norma, are all in on FanDuel’s latest “Kick of Destiny,” a free-to-play game tied to a field-goal halftime kickoff. Past “Kick” campaigns have featured NFL icons like Rob Gronkowski and the Manning brothers. However, with recent changes to Ontario regulations around the use of athletes, both current and retired, FanDuel had to adapt.
The refreshed campaign brings a fun, lively energy to Super Bowl LIX, highlighting Norma’s quirky charm and the town’s unique spirit. The anchor TV spot, aired on Super Bowl Sunday on CTV, showcases the playful “Town of Destiny,” where every kick counts. To innovatively capture consumers’ attention with contextually relevant messaging across platforms, UM used a diverse media mix—including OOH, digital, linear, social, and TSN integrations. View a preview of the spot here and click here to read more.