Hasta La Creative!

Today DDB New York is launching the first ever campaign for New York Lottery to use a “for life” concept rather than a lump-sum jackpot.

The spot, entitled “Future You” shows a young man in a convenience store who goes to the register to make a purchase and eyes up a deck of cards. As his future self looks on (somehow), from a spacious futuristic mansion, he changes his mind and decides to buy a Cash 4 Life Quick Pick instead. “I scared me,” says a relived future you, before zooming off in his hover chair. It’s never explained how “Future You” watches his younger self, or how he could not know that he’s won the lottery if he’s already been enjoying his winnings, but I guess we’re just not supposed to think about that.

In addition to the TV spot, the campaign also includes radio spots in both English and Spanish, print ads, billboards, digital and a social media element centered around the hashtag “#CASH4LIFE.” Stick around for credits after the jump. continued…

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There are a lot of bars in the state of New York, and from Brooklyn to Utica, it would cost a ridiculous amount of money to buy a round for however many patrons there’d be on any given night. But that’s what fictional Steve did. He gave a drink to everyone from the club dancer to the scarfed Bubbe, and everyone toasted to Steve even though nobody knew his identity. That’s what you can do when you win the lottery.

The minute-long spot ultimately drags a bit from relying on such a drawn-out punchline that cutting it in half would’ve been a good idea. However, “Toast” is another adequate ad for New York Lottery’s “Yeah, that kind of rich” slogan. The slogan is not be the cleverest or the simplest, but it lends itself to all kinds of silly plays on how lotto winners can spend their money. In the past, we’ve seen commercials about winners who paid for alien recreations and celebrity joke-writers.  You have to ask yourself, would somebody drop that much dough for an anonymous act of bar charity? Maybe, maybe not. But it’s certainly possible, and the next time you’re in a convenience store, you might think about it, too.

Credits after the jump.

continued…

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