DraftKings Casino Presents a Whole New Spin on Casino Advertising

DraftKings Casino gives the fun of playing casino games a physical twist in the ‘Spin Your Way’ campaign, created through Dublin-based creative agency, The Tenth Man.

The 30-second film follows a cast of characters as they spin their way through a series of increasingly unexpected worlds; hurtling through a quiet yoga class to the vast expanse of outer space, all while spotlighting the fun features of the DraftKings Casino app.

Behind the camera is award-winning director Joseph Kahn, whose credits include music videos for Taylor Swift, Britney Spears and Eminem, among others.

The campaign idea was simple: to take the familiar spin of a casino reel and make it physical.

The Tenth Man’s ECD Aaron Goodliffe tells LBB, “The games are all fantastical, and we wanted to imbue them with a very fun but simple metaphor. So spinning was born, and we loved the way it came to life.”

To make the campaign’s characters spin, a number of different rotation techniques were used, including multiple rigs, with one placed in a revolving door at the start of the spot.

“The ad shows a lot of people on their phone, but it still feels very dynamic,” adds Aaron. “Joseph was keen on making the spot his never-ending fun ride, and he’s integrated it together seamlessly.”

“I’m always looking for projects that feel a bit unexpected, but still have a simple creative idea at their heart,” said Joseph Kahn. “This project with DraftKings Casino had all of that from the jump.. The central idea was a cool starting point creatively, as well as a challenge technically. Our goal with ‘Spin your Way’ was to physically express all the internal fun and excitement of playing DraftKings Casino through the physical action of people spinning. That simple idea influenced everything from transitions and camera moves, to the edit style, visual effects and sound design. The thing that tied it all together for me was the track, it drove the narrative in a way that was effortlessly cool and unexpected.”

And then there was the music.

The film is soundtracked by Hot Chocolate’s classic ‘Everyone’s a Winner’, although, just as in the spot, it also gets its own twist to become ‘Everyone’s a Spinner’. The subtle lyric change highlights the fact that there’s a DraftKings Casino game for everyone to play, no matter what way you like to spin.

The campaign marks a fresh creative direction for DraftKings Casino and will run in jurisdictions where the platform is available.