TWO ROADS TO INSTANT WEALTH

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Two new lottery campaigns from opposite coasts attempt to lure players with ample amounts of those tried and true lotto ad approaches, fantasy and farce.

A campaign from McCann-Erickson/Seattle for the Washington State Lottery's Quinto game explores fantasies of winning the jackpot with frantic mixes of live action and stop-motion animation intended to be "as spontaneous as the thought process of someone who'd just won the money," says CD Jim Walker.

In one spot, as a guy prattles about how he'd film his life story, his words are animated in cutout clips behind him. Created by CW John Schofield and ADs Kevin Nolan and Branson Veal, the campaign was co-directed by Veal and Jim Gable of Los Angeles's Graying & Balding.

On the softer side, four spots for the Maryland Lottery's Keno game via Baltimore's Trahan, Burden & Charles take amusing jabs at commercials genres. One spot opens on a bustling dive where, the VO goes, "the burgers are so thick that they come with a side of antacid tablets. And leave your credit card at home," the announcer warns, "because they don't take orders for nouvelle cuisine and the only card they take is Keno." CD Allan Charles directed the spots, which also spoof perfume, truck and dopey Gen-X jeans commercials. Additional credits to CW Marc Lichtenstein, AD Joe Moscati, agency producer Dana Cole and editor Michael Swerdloff at New York's Backstreet Edit.

Here's how to sell shirts that look like a bad 'Magnum P.I.' episode, says AD Barb Paulini, who teamed with CW/CD Tom Jordan at Milwaukee's Hoffman York &

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