The snafu of the California Lottery RFP and pitch seems to be behind us, as we have two uplifting spots from BBDO West and directed by Tool of North America's Harry Cocciolo that show positive (and yet still frivolous) ways to spend the winnings. Without giving too much away, one shows how winning can bring a family together, while the other shows that there is a way to buy happiness with the tag, "Imagine what a buck can do."
"We wanted to reinforce the good that people could do with lottery winnings," said Jim Lesser, BBDO West executive creative director. "No other lottery in the United States shows the lottery in this light and we think the campaign will create a major shift in thinking." According to the agency, the idea for the spots came from research that said that potential winners think about helping friends and family more often than buying big-ticket items.