The Caesars spot that aired nationally last night is the start of a story arc that begins with comedian JB Smoove as Caesar, hailing the release of his self-named sportsbook app. A second spot at the end of the third quarter introduced Carl (comic Patton Oswalt), a royal subject who irritates Caesar with well-meaning questions. There are more spots to come in a storyline that Otterman calls “Season 1," which will be followed this fall by “Season 2,” which introduces Cleopatra.
“We purposefully built an episodic campaign where our Caesar is going to entertain and delight vs. just talking about our product,” Otterman said. “You’ll see us converging the reach from all the different networks and games out there, but we’re not going to just bludgeon the audience with our message. We truly want to entertain them.” The spots will run across all four networks that air NFL games, both nationally and through local buys in legalized states in which Caesars operates.
“We start from the bottom up,” Otterman said. “We know what we have to do in each of the legalized markets to make sure that people are entertained by our message and they get to see it. And we’re able to drive downloads. And on top of that, we feel like the national media helps us. It’s kind of like why you put some money into savings and some into other investments.”