DraftKings Says Thank You to 'Mom Genes' in Mother's Day Spot from VaynerMedia

This Mother’s Day, digital sports, entertainment, and gaming company DraftKings is giving credit where credit is due - and finally calling out that athletic talent, ability, and drive oftentimes comes from mum though it’s rarely acknowledged. 

The spot parodies the typical 'Thanks, Mom' commercials often released in conjunction with the holiday but with a twist. We see athletes of all genders, including Guinness World Record Holder, basketball player, and coach Jenna Bandy, thanking their mums - such as a basketball player thanking his mum for her literal height, a fighter thanking his mum for her long arms, a softball player thanking her mum for her hand-eye coordination for “dingers all day,” a soccer player thanking mum for her “ups,” a golfer thanking his mum for her pliable hip flexors, and more.

Discovered from an insight that 'mum genes' hardly ever receive the same level of appreciation as their male counterparts, if any at all, DraftKings and VaynerMedia capitalised on this input to spin the old saying “like father like child” on its head and rather thank moms for what they passed on.

As an additional supplement and to further amplify the message, DraftKings will also provide downloadable e-cards users can share with their own mums. 

Running primarily on socials across Facebook, Instagram, Twitter, TikTok, YouTube, Snapchat, this is now live. The creative was developed in partnership with DraftKings’ creative and media agency VaynerMedia. Eva Nosidam Productions was the production agency.