The brand’s first North American brand campaign, “Winning Is Everything,” drops viewers into scenes of cowboys around a campfire and grizzled fishermen swapping stories at a diner. Then a sports bettor walks in and reframes the moment.
The campaign, which debuted live during UFC Fight Night on March 14, was directed by Jody Hill, a collaborator on Eastbound & Down and The Righteous Gemstones.
“For creative, the sports canvas is one of the last really amazing creative opportunities,” Scott said. “Everybody is watching and talking about this in real time. Not only are you able to get your work seen, it can get talked about.”
