Kendall Jenner’s a Fan Favourite in Fanatics Sportsbook’s First Super Bowl Spot
Fanatics Sportbook’s debut Super Bowl commercial sees the sports platform lean into the conspiracy of the ‘Kardashian Kurse’ – the theory that ex-boyfriends of the famous family are subject to post-break up misfortune.
The campaign is the first production from the recently launched Fanatics Studios, a joint venture between Fanatics and OBB Media. OBB’s branded entertainment division Bolded served as the creative studio, with direction coming from Michael D. Ratner and Cameron Harris.
Set in a luxurious albeit ‘kursed’ mansion on a hill, the spot sees Kendall take audiences on a tour of her sprawling abode as she delivers a masterclass on “betting on the right guy”. Flirtatious and self-deprecating, Kendall leans into the curse, explaining that while the world has been talking about it, she’s been betting on it.
She claims that her impressive property, “bad boy” car and private jet aren’t thanks to modelling, but instead, are the results of a number of big Fanatics Sportsbook wins.
Now, she’s setting her sights on the Super Bowl, swapping basketball boyfriends for American footballers and inviting viewers to take a side... betting with or against her on Fanatics Sportsbook once her pick for the Big Game is live.
“The magic of this campaign is how Kendall Jenner transforms the lore of the Kardashian Kurse into something playful, participatory, and unmistakingly of the moment,” said Selena Kalvaria, chief marketing officer at Fanatics Betting and Gaming. “With Fanatics’ unparalleled cultural influence in sports, ‘Bet on Kendall’ is the perfect way to bring Fanatics Sportsbook into the spotlight with Fanatics Studios and our incredible partners at OBB Media.”
“As our first official Fanatics Studios project since launch, ‘Bet on Kendall’ is exactly the kind of storytelling we are excited to be creating at Fanatics and OBB: content at the intersection of sports and culture, fit for the biggest stage in sports entertainment,” added Michael D. Ratner, founder and CEO of OBB Media and CEO of Fanatics Studios.
The 360’ campaign rolls out across multiple formats. A 30 second spot will be broadcast during the Big Game, alongside a 90-second extended digital film, short-form social cut downs and a suite of out of home assets that bring the ‘Kursed’ conversation into real-world settings, all anchored by the hero line ‘Bet on Kendall’.
Fans nationwide can ‘Bet on Kendall’ using the Fanatics Sportsbook app beginning on Thursday, January 29, following the reveal of her pick on Wednesday, January 28 at midnight.
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