Creativity

When You Win Money for Life, You Want to Stay Alive

DDB's New York Lottery Spots Show You Why You Shouldn't Die

Published on Aug 30, 2013

Editor's Pick

The thing with winning the New York Lottery's Win for Life is -- you can't die. DDB New York taps into that reality with a funny spot directed by the Perlorian Brothers. "Paper Cut" features a man who gets a minor (but painful, as anyone who has ever had a paper cut can attest) injury. His wife, however, goes straight into emergency mode.

This is the first time in a few years the NYL has advertised "Win for Life," which recently got redesigned tickets and a new price point.

The campaign includes three OOH ads aimed at "Win for Life" winners that emphasize safety measures they should be taking, including being careful about falling objects, rising objects, rolling objects, flying objects, and basically, "all other objects." (See them all in the playlist to the right.)

There's also a Facebook activation, launching Sept. 2, featuring a Nana who doubles up as a smothering, concerned grandmother, providing tips on living safely (so she can get a piece of those winnings!). The page asks you to let Nana snoop around your profile and peruse it to to see if you're living a safe and healthy life.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Aug 30, 2013
Agency:
DDB New York
CCO:
Matt Eastwood
Client:
NY Lottery
GCD:
Mike Sullivan
GCD:
Rich Sharp
ACD:
Carlos Wigle
ACD:
Billy Leyhe
CW:
John Marshall
Head of Production:
Ed Zazzera
EP:
Walter Brindak
Prod. Co.:
MJZ
Director:
Perlorian Brothers
Editor:
John Piccolo
Editorial Company:
Fluid
Audio:
Mr. Bronx Audio Post
Audio:
David Wolfe

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.