A MESSAGE ON RESPONSIBLE GAMING

Lead AD: Sam Johnson
Lead CW: Tim Wassler
Director: Henry Alex Rubin

Kenny Rogers’ “The Gambler” is an iconic, widely recognized song with cross-generational appeal, especially among older and more experienced gamblers who remember it from the late 1970s. By using a familiar and respected song, DraftKings positions itself as a brand that respects the wisdom of gambling rather than purely encouraging risk-taking. A campaign using “The Gambler”—a song about knowing when to “hold ‘em”, “fold,’em and “walk away”—aligns perfectly with the concept of gambling responsibly. It helps normalize responsible gaming without making it feel preachy, instead using a cultural reference that gamblers already understand.