DenTek is tackling the teeth-grinding stress of fantasy football with Fantasy Guards, a cheeky new campaign led by FCB Chicago that turns league losses into legendary moments, while pointing fans to a real fix: night guards.
Built with partners The Shipyard, Conundrum, Story Collective, and Global Overview, the work serves up “the Ultimate Fantasy Football Punishment” alongside instant savings on DenTek’s dental guards. Fans can enter at dentek.com/ultimatepunishment for a chance to see their league’s lowest scorer face a DenTek-sponsored grand finale—and snag a $5 coupon for the DenTek Professional Fit Dental Guard (redeemable at major retailers) to help protect those molars all season. Watch below:
“Fantasy football is an emotional thrill ride that can lead to stress-related teeth grinding,” said Sandra Kasprzak, director of marketing at Prestige Consumer Healthcare. “Our ‘Fantasy Guards’ campaign equips fans with nighttime dental guards to protect their smiles. It’s a contest to make losing the stuff of legends thanks to the support of iconic football players, and that reminds fans to dominate their oral health game.”
The campaign rolls out a series of 15-second spots that lampoon the all-too-familiar consequences of finishing last in your league—while spotlighting how that stress can wreak havoc on your teeth.
“This was a chance to tap into one of the most talked-about traditions in sports culture, fantasy football punishments, and reframe it around a very real problem: stress and teeth grinding,” said Monique Kaplan, SVP, executive creative director at FCB Chicago. “By turning everyday tension into entertainment, we not only sparked conversation but also built meaningful awareness for DenTek in a way that connects directly with fans.”
Already live, Fantasy Guards features NFL names Tiki Barber, LeRoy Butler, Austin Ekeler, Dwight Freeney, and Ted Ginn Jr., and is supported by a multi-channel plan spanning social, digital video, and display, podcast sponsorships, and partnerships with DraftKings and Yahoo Sports.
CREDITS:
BRAND: Prestige Consumer Healthcare
Marketing Director: Sandra Kasprzak
AGENCY: FCB Chicago
Executive Creative Director: Monique Kaplan
AGENCIES:
- The Shipyard
- Conundrum
- Story Collective
- Global Overview
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