Caesars Sportsbook launches campaign featuring Clay Matthews

Caesars Sportsbook has launched a new marketing campaign titled ‘We’ve Had Some Work Done’ to highlight updates to its mobile app. The campaign features former Green Bay Packers linebacker Clay Matthews appearing in advertisements with an exaggerated, AI-enhanced makeover.

The campaign utilizes the ‘looksmaxxing’ internet trend, showcasing Matthews with overinflated muscles and distorted facial features. The imagery first went viral after TMZ shared a photo of Matthews that appeared to be AI-generated, leading to online speculation regarding plastic surgery before the official partnership was clarified.

According to Samira Zebian, senior vice president for digital brand marketing and strategy at Caesars Sportsbook, the campaign aims to make the app’s evolution ‘impossible to miss’ as the company competes with major rivals like DraftKings and FanDuel. The advertisements are scheduled to roll out nationally across television, digital, and social media channels during the NFL season.