Posted on: January 10, 2025, 03:23h.
Last updated on: January 10, 2025, 03:23h.
Eli and Peyton Manning will be the stars of the third iteration of FanDuel’s “Kick of Destiny” advertising campaign, which allows the sportsbook’s clients to win an equal share of $10 million if they select the right Manning.
The humor in the commercials is derived from the idea of the Mannings — both two-time Super Bowl winning quarterbacks — being kickers. The first ad spot from the “Kick of Destiny 3” campaign shows Eli confessing to a long-burning desire to be a kicker. Older brother Peyton discovers Eli’s dream and wants in on the act.
In addition to the live kick during the FOX Super Bowl Pregame Show, fans will also be able to experience the Kick of Destiny through two TV spots in the game,” according to a statement issued by FanDuel. “These ads will feature recap footage of the Mannings’ kicking contest edited into a celebration that showcases whether fans who picked Team Peyton or Team Eli won the $10 million in Bonus Bets.”
The Mannings, two of the most ubiquitous pitchmen in US advertising, follow former New England Patriots Super Bowl winners Rob Gronkowski and Adam Vinatieri and the late actor Carl Weathers as stars in the “Kick of Destiny” spots.
The “Kick of Destiny” commercials aren’t the first time the Mannings have appeared in sportsbook advertisements.
The Manning family, including eldest brother Cooper and dad Archie, himself a former NFL star, previously appeared in spots for Caesars Sportsbook. That led to a partnership between the gaming company and Peyton’s Omaha Productions, but Caesars pulled its celebrity-laden sportsbook ads in 2022 as a cost-cutting move.
The Mannings last appeared in Caesars Sportsbook advertisements during the 2021 NFL season, but Peyton and Eli have done voiceovers for radio spots more recently. Over the past several years, gaming company has dialed back spending on traditional media ads for its sports wagering unit, citing accomplished market share objectives, among other factors.
For its part, FanDuel will again advertise during the Super Bowl. It’s estimated that a 30-second commercial during the big game will cost $7 million this year.
“Kick of Destiny 3” is the first version of the campaign that features a competition between two athletes. During the 3pm Eastern time hour of the FOX Super Bowl Pregame Show, each Manning will get an attempt at a 25-yard field goal – eight yards shorter than an NFL extra point attempt.
“If there is no winner after the initial kicks, the Mannings will get additional attempts. If a tiebreaker is needed after three rounds, the kicker who kicked it closest to the center target on the net in the last round will be declared the winner,” according to the press release.
FanDuel customers that accurately select the winner get a share of $10 million in bonus bets.
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