Underdog Unleashes Paul Walter Hauser as "The Dog" in New National Campaign and Brand Platform
Underdog Unleashes Paul Walter Hauser as "The Dog" in New National Campaign and Brand Platform
Underdog’s all-new campaign features six TV spots that bring to life the identity of Underdog’s beloved sports brand
‘Unleash Your Dog,’ directed by award-winning talent Jody Hill, marks the first work created in partnership with Underdog’s new agency of record Curiosity
NEW YORK--(BUSINESS WIRE)--Underdog, the sports prediction market and fantasy sports pioneer, today unveiled a new creative campaign debuting before football season that features Golden Globe and Emmy-winning actor Paul Walter Hauser as “The Dog”, a yellow-tracksuited, gold-chained, smooth-talking mascot who walks his owner through making picks on Underdog.
Directed by award-winning talent Jody Hill, the campaign is running nationally across broadcast, cable, streaming and CTV, YouTube, social, radio and audio, out-of-home, and programmatic. Alongside six hero spots, a short video series called "Own the Wait," was built to run during actual commercial breaks and speak to the moment fans check their live picks. Underdog will also work with creators and plan experiential activations around key moments during the season.
“Sports fans get us, and we get sports fans, so we’ve been leaning into our rascal personality more and more,” said Devin Bellamy, Senior Director of Integrated Marketing at Underdog. “Paul was perfect because he embodies the playful nature of Underdog. His ability to make people laugh by staying authentic made him the ideal partner. Sports fans are going to love these spots, and they reflect what Underdog is all about: making sports more fun.”
“I’m thrilled to be making my first foray into advertising with a team like Underdog,” said Paul Walter Hauser. “We’re like-minded in how we view serving the brand while entertaining an audience and creating a vibe that will hopefully turn some heads and be a loud cork pop for the start of this veritable party.”
The campaign marks Underdog's first work in partnership with independent advertising agency Curiosity. Curiosity was named Underdog's creative and media agency of record in June, partnering with Eden Collective and 23 Below on media.
In addition to marketing and advertising, the spirit of ‘The Dog’ will come to life in-app through product innovation in Underdog’s prediction markets and fantasy sports games. Underdog recently announced the launch of its own federally licensed prediction market exchange, wholly owned and operated by Underdog and licensed by the Commodity Futures Trading Commission (CFTC), which will provide customers even more ways to express their opinions on sports, culture and beyond, all within the existing app.
Last month, IG Group Holdings announced it has agreed to acquire Underdog. IG Group’s scale, expertise, resources, and reach will further unlock Underdog’s potential, expand what the company has built, and bring its products to more audiences. Underdog will operate as a commercially standalone business, with its own brand, management team, and operational platform post-acquisition.
About Underdog
Founded in 2020, Underdog’s mission is simple: make sports more fun by building products focused on what fans actually want. The company offers sports prediction markets, fantasy sports games, and an industry-leading breaking-news operation — all designed to deepen how fans experience the games they love. Built for fans, by fans. Visit underdogsports.com.
