FanDuel Sportsbook is putting a twist on a play-by-play cliché.

The sportsbook is taking viewers on a “date with destiny,” except in this case, Destiny is a quirky town and not a championship game metaphor. Its eccentric residents, including unofficial mayor Norma (pictured), are keen on the brand’s latest “Kick of Destiny,” FanDuel’s free-to-play game, which is tied to a field-goal halftime kickoff.

Past “Kick” work for FanDuel has focused on NFL stalwarts like Rob Gronkowski and the Manning Brothers. But with Ontario regulators updating guidelines to restrict the use of athletes – current and retired – FanDuel had to pivot.

“Last year, our goal was to reignite the excitement of fans uniting for such a big sporting moment, and this year, we are bringing that energy back to Super Bowl LIX,” Alannah Della Vedova, director of content and brand at FanDuel Canada, tells strategy, adding of Mayor Norma: “From her accent, her quirky outfits and the characters from the Town of Destiny, FanDuel aimed to create a campaign that stood out from what others in the industry were doing for the Super Bowl.”

This is the first-ever Ontario-based Kick of Destiny commercial to be filmed by FanDuel Canada, which will air at 3 p.m. on CTV during Super Bowl Sunday (Feb. 9).

As Della Vedova explains, The Super Bowl and the Kick of Destiny are one-day events and when the brand was thinking about where to place this campaign, it focused on avenues with high reach in a small window of opportunity. “With how creative the campaign was, we wanted to diversify our media mix; being contextual and relevant to platforms and finding innovative ways to bring our main character – Norma – to life,” she says.

The campaign includes OOH, digital, linear, social and TSN integrations. The creative is by OneMethod, with UM Canada on the buy.