The New York Lottery recently launched a new ad campaign created by DDB New York. Titled “Hit Series,” the witty new campaign is aimed at New Yorkers (18+) who enjoy the experience of playing scratch-off games.
In the spot, directed by Kenny Herzog, a man surprises his wife by telling her he’s won the top scratch-off prize ($1,000,000). His wife is doubtful of this, and she describes his history of never even coming close to “hitting” anything: He has missed hitting the broadside of a barn with a ball, missed a piñata with his eyes open and failed to hit himself out of a paper bag. After checking his ticket they are delightfully surprised to find that, despite his previous bad luck, the husband actually did win. He then attempts to high-five his wife, but misses. She’s proud of him, anyway.
The campaign also includes a Hispanic TV spot, general and Hispanic radio spots, digital videos (running on Pandora, Hulu & Facebook), print & outdoor executions as well as social support on Facebook, Twitter and YouTube. The campaign positions “Hit Series” as a fun, easy-to-play family of scratch-off games with a variety of price points so everyone can participate.
- Group Creative Director: Rich Sharp
- Group Creative Director: Mike Sullivan
- Art Director: Amanda Millwee
- Copywriter: Bobby Finger
- Executive Producer: Walter Brindak
- Director: Kenny Herzog
- Prod. Comp: O Positive
- Editor: John Piccolo
- Media planning at buying: OMD