DFS operator FanDuel debuted a new multi-channel campaign this week featuring recently retired professional football player Vontae Davis. The campaign encompasses digital, television, and social, including a new 30 second television spot to appear on DIRECTV and NBCU properties.

Said the firm: “With the football season well past the halfway mark, many season-long fantasy players must come to grips with the fact that their dreams of making their fantasy league playoffs and winning it all are over, but they don’t have to stop playing fantasy football. FanDuel, in tandem with All-Pro cornerback Vontae Davis, is here to let fans know that it’s OK to walk away from their fantasy leagues and they can get a fresh start by playing on FanDuel.”

Davis commented: “When FanDuel approached me with the concept, I thought it was brilliant and I immediately wanted to be a part of the campaign. I know how serious fantasy owners are about their teams; it can be tough for them to admit defeat. The opportunity to get a fresh start with FanDuel and still come out on top can help with the coping process. Sometimes you just have to know when to walk away.”

The campaign, which launched just in time for this week’s Thanksgiving NFL fixtures, will air for three weeks on DIRECTV and NBCU properties, and a series of digital videos will run on Davis’ and FanDuel’s social channels.

“We’re committed to providing fans with more ways to win at any point during the football season, and that really is at the heart of this campaign,” said Mike Raffensperger, CMO of FanDuel Group. “Vontae has a fantastic sense of humor and wasn’t afraid to put a fun spin on a serious decision he made. There’s an authentic connection here that we believe will resonate with fantasy players.”