The New York Lotto's latest campaign affectionately highlights some of the eccentric habits of wealthy New Yorkers -- all in order to show you that you'd make a "better rich person."
Four new TV ads, plus a print and outdoor campaign, by McCann New York, bring caricatured examples of New York's spending habits to life -- the wealthy heir who bathes in expensive wine, the internet start-up guru who buys solid gold staples, the woman who spent a fortune becoming a pet whisperer and, seen here, the guy who spent millions on a dead bat for his bat collection. The spots, which also remind viewers that Lotto has made more millionaires out of more New Yorkers than any other in-state game, were directed by O Positive's Jim Jenkins.
The campaign also includes an amusingly illustrated "Field Guide" to identifying eccentric wealth at RichPeopleGuide.com. Here, New Yorkers can discover exactly which type of Rich Person they would be better than if they were wealthy, and find out more about some of the characters that appear in the ads.