Creativity

This Touching NY Lottery Ad Shows Material Wealth Isn't Everything

Spot by McCann Promotes Cash4Life Prize of $1,000 a Day for Life

By Alexandra Jardine. Published on Aug 07, 2017

Editor's Pick

A touching new spot from the New York Lottery offers a different angle on the things that prize money can bring you. Unlike most other lottery ads, which tend to focus on either outrageous wealth or simply being lucky, it's all about how it would affect your quality of life -- and that's appropriate, as it's promoting Cash4Life, the NY Lottery's prize of $1,000 a day for life.

The spot, set to a Latin vibe ("Llego Mijan" by Tito Puente), focuses on a room being arranged for someone's arrival: we see someone readying a gramophone, various black-and-white framed photos, baseball and jazz mementos, a Panama hat and underwear folded neatly into drawers. A woman looks out of the window to see an elderly man arriving by taxi with luggage, then leads him beaming into what's clearly his new bedroom. It ends with a simple quote from Nancy S, Altamont: "I'd spend more time with my dad."

The campaign, by McCann New York, aims to encourage New Yorkers to think about the more emotional and personal benefits of $1,000 extra a day for life -- over the typical blingy extravaganzas. Knucklehead's Siri Bunford directed.

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About

Credits

Date
Aug 07, 2017
Agency:
McCann New York
Client:
NY Lottery
Director:
Siri Bunford
Production Company:
Knucklehead
Chief Creative Officer:
Eric Silver
Co-Chief Creative Officer:
Sean Bryan
Co-Chief Creative Officer:
Tom Murphy
Executive Creative Director:
Mat Bisher
Executive Creative Director:
Dan Donovan
Creative Director:
Geoff Bentz
Creative Director:
Nic Howell
Senior Copywriter:
Jillian Menor
Senior Art Director:
Haley Cole
Chief Production Officer:
Nathy Aviram
Senior Producer:
Chance Bassett
Executive Integrated Music Producer:
Eric Johnson
Music Producer:
Dan Gross
Music Associate:
Sam Belkin
Executive Account Director:
Scot Beck
Account Director:
Caroline Fuller
Account Supervisor:
Molly Vossler
Account Executive:
Denis Mahon
Strategy Director:
Laura Frank
Production Company:
Knucklehead
Managing Partner:
Matthew Brown
Executive Producer:
Cathleen Kisich
Line Producer:
Mark Miner
Editorial Company:
MackCut
Editor:
Ian MacKenzie
Music:
Tito Puente
Music:
"Llego Mijan"

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