DDB/New York Introduces New Lotto Campaign

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Here's one way to make it to the majors.
DDB/New York introduced a new campaign for the New York Lottery this week, replacing the catchy "If I Had a Million Dollars" effort that's been running since 2001. The latest campaign, the first overseen by new chief creative officer Lee Garfinkel, takes a variety of comic approaches to getting the lotto message across.

In one spot, we see a baseball manager answering questions about the poor performance of one of his players. It turns out the player owns the team, although the coach declines to comment on that. Other scenarios, all directed by Harvest's Baker Smith, feature a dog that strikes it rich, a bluesman who loses his blues, and a parody of pharma commercials in which a lab-coated doctor prescribes a dose of the New York Lottery for whatever ails you. A fifth spot, "Ralphstock," shows a crowd of fanatical concertgoers, who -- it turns out -- are on hand to see the familiar lottery spokesman Ralph Buckley announce a new super-high jackpot.

The campaign, which broke Monday, will roll out during the remainder of the summer on television and in outdoor and transit executions.

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