DraftKings has returned to the Super Bowl advertising stage with a clever commercial that playfully blurs the line between live broadcasting and pre-recorded content. Featuring Colin Jost and Michael Che from Saturday Night Live's "Weekend Update," the 30-second spot aired during the first quarter of Super Bowl 60, using humor to promote the platform's live betting features.
The Ad Concept: Faking Live TV
The commercial appears to show Jost and Che broadcasting live from Santa Clara, but the illusion quickly crumbles. Their voices change mid-sentence and lip movements don't match the audio—intentional flaws that create a meta-narrative about authenticity. When Che mentions the $5 million prize pool, his voice suddenly shifts to a deeper, obviously dubbed track that says "Seattle or New England, next TD."
This technical gimmick required precise post-production to make the voice switches noticeable yet humorous. The ad pretends to be technically flawed while actually demonstrating sophisticated editing, creating an engaging puzzle for viewers that mirrors the analytical nature of sports betting itself.
Marketing Strategy: Educating Through Entertainment
DraftKings avoids heavy-handed sales tactics by inviting viewers to spot the artificiality. This interactive approach transforms passive watching into active participation, aligning with the engagement model of mobile betting. The $5 million promotion serves as a powerful call-to-action during sports betting's biggest annual event.
The focus on live betting reflects industry trends toward higher-margin in-game wagers. As legal sports betting expands, operators differentiate through real-time capabilities. By centering its most expensive ad on this feature, DraftKings signals its commitment to dominating this profitable segment.
The ad also simplifies complex betting concepts through concrete examples. Mentioning specific markets like "next touchdown" educates casual fans about micro-wagering opportunities beyond traditional pre-game bets, expanding the addressable market for these premium products.
The Talent: Why Jost and Che Work
Jost and Che bring multi-layered value. Their SNL "Weekend Update" experience makes them ideal for satirizing broadcast conventions. Their deadpan delivery and natural chemistry enhance the ad's credibility, while their appeal to younger, sports-interested viewers aligns perfectly with DraftKings' target demographic.
Using two comedians rather than multiple separate celebrities creates authentic dialogue that feels less like a traditional commercial. This approach contrasts with DraftKings' 2023 Super Bowl ad featuring Kevin Hart, David Ortiz, Ludacris, and Tony Hawk in disconnected vignettes. The 2025 spot's focused concept suggests a maturation from celebrity spectacle to product-driven storytelling.
Production: In-House Creative with Expert Support
The commercial was developed by DraftKings' in-house creative team, showing confidence in internal marketing capabilities. This allows tighter integration between strategy and product development, ensuring accurate representation of platform features. Keeping creative internal reduces risk for such a high-stakes placement.
Production support came from Smuggler, a prestigious company known for high-quality commercial work. Smuggler's expertise was crucial for executing the audio-visual gags, balancing polish with purposeful imperfection to make the gimmick land effectively.
Historical Context: A Strategic Return
This appearance marks DraftKings' first Super Bowl ad since 2023. The company skipped the Big Game for two years, focusing instead on targeted digital campaigns and promotional offers. This pause reflected industry-wide reevaluation of Super Bowl ROI as customer acquisition costs soared.
The 2023 celebrity-packed ad, while buzzworthy, offered less product education than the 2025 spot. The strategic retreat allowed DraftKings to refine its marketing efficiency and wait for a concept that justified the massive expenditure. The live betting focus provides a clear product story that previous ads lacked.
Competitive Landscape and Industry Implications
In a crowded market with FanDuel, BetMGM, and Caesars, differentiation is crucial. Highlighting live betting capabilities creates a technical barrier to entry for smaller competitors. The humorous, self-aware tone also helps navigate increasing regulatory scrutiny of gambling advertising by positioning the ad as entertainment rather than predatory marketing.
The $5 million prize pool represents a competitive response to rival promotions during major events. By educating viewers about micro-markets, DraftKings could shift industry revenue toward more profitable in-game wagering.
Timing and Cultural Relevance
Airing during the first quarter maximized viewership before potential audience drop-off. The Patriots-Seahawks matchup featured large fan bases in established betting markets, making the messaging immediately relevant. Early placement also captured viewers before they placed primary bets, potentially influencing live market engagement throughout the game.
The Santa Clara setting added geographic specificity that enhanced the initial illusion of a live broadcast, even as the ad quickly revealed its artificial nature.
Conclusion: Setting a New Standard
DraftKings' 2025 Super Bowl commercial demonstrates the evolution of sports betting marketing toward sophisticated, product-focused storytelling. By balancing entertainment with clear product differentiation, the company created memorable advertising that directly supports business objectives.
The campaign's success will be measured in new user acquisition and live betting engagement. As the industry matures, expect more ads that highlight specific platform capabilities rather than generic "bet now" messaging. For DraftKings, this return signals confidence in its market position and ability to compete through creative marketing that resonates with modern sports fans.
The fake live broadcast was a gimmick, but the strategic thinking behind it is very real. By investing in concept-driven comedy that educates while entertaining, DraftKings has raised the bar for effective sports betting advertising.