Dublin-Based Creative Agency Partners with Academy Films to Deliver High-Energy, Music-Video-Style Commercial Featuring Re-Worked Hot Chocolate Classic
Dublin-based creative agency The Tenth Man has teamed up with DraftKings Casino to launch its major new U.S. marketing campaign, titled “Spin Your Way.” Directed by renowned filmmaker Joseph Kahn, celebrated for his iconic music videos and commercial work with global superstars including Taylor Swift, Eminem, Britney Spears, Lady Gaga, U2, and Kendrick Lamar, the campaign stands as one of the agency’s largest international projects to date.
Developed entirely out of The Tenth Man’s Dublin headquarters, the multi-platform rollout comprises a hero TV commercial alongside an extensive suite of digital and social media executions. Produced in collaboration with Academy Films, the campaign features a playful reworking of the classic Hot Chocolate hit Everyone’s a Winner, re-recorded specifically for the spot as Everyone’s a Spinner.
Creative Vision and Production Approach
Addressing the creative ambition behind the project, Ken Robertson, Founder and CEO of The Tenth Man, stated:
“The challenge with a category this competitive is that everyone is fighting for the same eyeballs at the same time. So we wanted to make something that felt less like casino advertising and more like a music video. That became the spirit of Spin Your Way – big music, big energy, humour and a bit of swagger, while keeping the DraftKings Casino experience and brand right at the heart of it. Once the idea started to take on the energy of a music video, Joseph Kahn immediately felt like the person to bring it to life.”
Director Joseph Kahn added:
“I’m always looking for projects that feel a bit unexpected, but still have a simple creative idea at their heart. 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.”
