Caesars Sportsbook launched in 2021 with a massive, star-studded campaign that quickly put the brand on the map. While the marketing successfully drove awareness and trial, the product experience had not yet caught up to the promise. But now it has and creative shop, Fellow Kids, was given the job of letting people know about it.
It had to break through the resistance of users who experienced past fails. Looksmaxing gets people talking, so the agency began with a TMZ post on NFL legend, Clay Matthews.
And then the campaign, We’ve Had Some Work Done, began in earnest, with a ridiculously looksmaxed version Clay Matthews, nipped and tucked to perfection as he reintroduces the completely redesigned app in a series of spots. As Clay acknowledges that someone has clearly had some work done, he reveals that Caesars Sportsbook has, too. The campaign also capitalises on a highly publicised moment for Matthews as he begins his next chapter in sports media, making his debut as a sportscaster on Netflix on September 10.
To bring Clay’s new look to life, Fellow Kids partnered with longtime collaborators, Hungry Man, and director, Dave Laden, along with Emmy-winning special effects studio, Legacy Effects, using prosthetics and makeup rather than AI or digital filters.
Neal Desai, co-founder and ECD, Fellow Kids, stated, “When we heard how much Caesars Sportsbook had revamped their app, it was clear they’d had a ton of work done. So we wanted to tell the world in the most memorable way possible. We enlisted football legend Clay Matthews and gave him a ridiculous looksmaxed makeover. Plus, we’ve always wanted to make a calf implant joke.”
Samira Zebian, SVP, Caesars digital-brand marketing & strategy, Caesars Sportsbook, added, “The Caesars Sportsbook app today is vastly different from the one we launched in 2021. We knew it wasn’t enough to simply tell bettors we’ve improved. We needed an unforgettable campaign that made the evolution impossible to miss and gave bettors a reason to take another look. Fellow Kids and Clay Matthews did exactly that.”
Credits
Client: Caesars
Eric Hession: President of Caesars Digital
Samira Zebian: SVP, Caesars Digital-Brand Marketing & Strategy
Katie Carano Miller: SVP, Communications and Government Relations
Amanda Dunks: SVP, Brand Strategy and Creative Development
Dominic Hammond: SVP, Sports, Caesars Digital
Jen Ramey: VP, Customer Acquisition
Michael Saladino: Senior Social Media Producer and Video Editor
Agency: Fellow Kids
Guto Araki: CEO & CCO
Eric Christy Manchester & Neal Desai: ECD
Jonas Wittenmark, Tobias Carlson, Justin Wright, Reece Hoverkamp & Seth Prandini: Creative Directors
Lacy Morrow: Head of Brand
Josh Brewer: Group Brand Lead
Sarah Lamberson: Group Brand Lead
Judd Stricker: Producer
Mary Ellen Duggan: Executive Producer
Karen Pham: Designer
Abilino Guillermo: Business Affairs Manager
Production: Hungry Man
Dave Laden: Director
Erik Schmidt: DoP
Caleb Dewart & Kim Dellara: Managing Partners & Executive Producers
Matt Lefebvre: Partner & Executive Producer
Franchesca McDowell: Executive Producer
Marian Harkness: Head of Production
Adam Callner: Producer
Christopher Hoggard: Production Supervisor
Bob: Dog
Special make-up effects by Legacy Effects
Editorial: Work Editorial
Rain Keene: Editor
Austin Rader: Assistant Editor
Drew Rissman: Executive Producer
Juna Drougas: Senior Producer
Gabrielle Page: Head of Prodcution
Marlo Baird: Managing Director
VFX & Colour: Jamm Visual
David Mellor: VFX Supervisor
Tim Robbins: Lead Flame
Asher Edwards: Executive Producer
Mike Wigart: Producer
Jess Jinx: Colourist
Emma Beren: Colour Producer
Mix: Lime
Matt Miller: Mixer
Ian Connie: Assist Engineer
Susie Boyajan: Executive Producer
Music: CAYA
Ben Einziger: Partner & ECD
Kiki Einziger: Partner & Executive Producer
Dale Mason: Producer
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