Although we have often predicted that this event would signal the end times, BBDO West -- which won the California Lottery account in April after a contentious three year
review -- has moved on to actually making ads for the client, apparently without catastrophe. The new campaign -- directed by Omaha Pictures' Paul Gay -- is based around the idea that people should "take a chance where the upside is millions of dollars and the downside is only a buck." That idea is driven home with scenarios in which -- unlike the lottery -- the downside far outweighs the upside. In one spot, for example, a man opts for the upside of being right about how far his car can go on empty, but risks the downside of being eaten by wolves.