Zynga Poker, one of the largest free-to-play mobile poker games, announces the launch of its biggest partnership to date, introducing Emmy-winning actor Keegan-Michael Key as the first-ever Face of the Game through a campaign directed by acclaimed filmmaker Jody Hill.
Developed in partnership with the brand’s new creative partner, Big Spaceship, the series of spots taps into the same competitive spirit that draws millions of players to Zynga Poker daily.
The campaign brings together two comedy heavyweights, pairing Hill’s sharp-witted storytelling with Key’s unmistakable comedic energy. It introduces Key as the “Inner Winner,” a kinetic and slightly unhinged personification of the confidence that lives inside every poker player.
As the ultimate hype man, the “Inner Winner” is a “transformational life coach…hellbent on harnessing and unleashing your winning spirit.” Whether appearing out of the smoke of a backyard barbecue or sitting in a home office, Key pops up when you least expect him, proving that any moment, no matter how mundane, can be leveled up when you listen to your ‘Inner Winner’ and make your next big move at the poker table.
Produced by Hill and international production company Caviar, the campaign features several 30-second spots, including:
- “Low and Slow”: Key appears in a cloud of smoker smoke to encourage a griller to play while his ribs cook.
- “Lunch Break”: Key surprises a man in his home office, suggesting he use his break for a “buffet of winning” in various game modes.
- “Hold Music”: Key helps a frustrated man find the bright side of a long customer service wait by playing a few hands.
- “Robot Vac”: Key contrasts the “human” experience of Zynga Poker with the mindless ramming of a Roomba.
The work, the first born out of the recently announced partnership between Zynga and Big Spaceship, brings every player’s internal hype man to life today, September 1, across TV, social, and in-game. Key will also debut as in-game host of Poker Dash, a new fast-paced feature coming soon.
“Poker is all about that moment of truth: trust your instincts, make your move, and play to win,” said Yaron Leyvand, Executive Vice President, Mobile Games, Zynga. “That’s the spirit behind our ‘Inner Winner’ campaign. Keegan-Michael Key brings that inner voice to life with exactly the energy and personality we envisioned, and we’re excited to give players a campaign that celebrates that voice and reminds us all to embrace our Inner Winner.”
“The Inner Winner never misses a beat to snap you out of the mundane and get you playing a few hands of poker,” said Steve Street, CCO at Big Spaceship. “Keegan-Michael Key mastered the art of making this character a physically alive and funny presence. We wanted to show that, even in a 30-minute lunch break or while waiting on hold with customer service, there is always a chance to listen to your Inner Winner and find some action on Zynga Poker.”
“We’ve all got that little voice in our heads telling us to trust our instincts, mine can sometimes be a little more energetic than most,” said Keegan-Michael Key. “Getting to play everyone’s Inner Winner was an absolute blast, and I love that players will hear me cheering them on, both when they’re watching the campaign, and when they’re playing Zynga Poker.”
