To win fan’s valuable attention during the Super Bowl, Levi’s turned its “Behind Every Original” campaign – celebrating iconic backsides, into a new kind of prop bet. The NFL season was dominated by one cheeky controversial play, the "Tush Push” had everyone talking tushes. Levi’s saw an opportunity to push beyond our ad and into the action. Levi’s collaborated with DraftKings to give fans a whole new way to play, with the first backside-powered prop bet: “Tushes & Tight Ends Picks.” A uniquely branded betting and prediction experience built around football’s most talked about backside plays. Reminding fans, we’re still Behind Every Original.