The thing with winning the New York Lottery's Win for Life is -- you can't die. DDB New York taps into that reality with a funny spot directed by the Perlorian Brothers. "Paper Cut" features a man who gets a minor (but painful, as anyone who has ever had a paper cut can attest) injury. His wife, however, goes straight into emergency mode.

This is the first time in a few years the NY Lottery has advertised "Win for Life," which recently got redesigned tickets and a new price point.

The campaign includes out-of-home ads aimed at "Win for Life" winners that emphasize safety measures they should be taking, including being careful about falling objects, rising objects, rolling objects, flying objects, and, basically, "all other objects."

There's also a Facebook activation, launching Sept. 2, featuring a Nana who doubles up as a smothering, concerned grandmother, providing tips on living safely (so she can get a piece of those winnings!). The page asks you to let Nana snoop around your profile and peruse it to to see if you're living a safe and healthy life.

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