New York Lottery : Cloned

Campaign Communicates: Winning the Lottery is Like Having an Extra Paycheck

Published On
Jul 31, 2013

Editor's Pick

The New York Lottery's "Pay Me!" game, which launches today has 12 chances to win up to $1 million -- it's like an extra payday. DDB New York communicates that you don't have to work two jobs to get two paydays with a series of delightfully illustrated animated posters, each showing someone working double time -- such as an ice-cream truck owner who also uses his truck as an ambulance.

There's also a dentist who is a tattoo artist (ouch) and a funeral director who happens to work as a magician on the side as well. The ads will run in New York in subways, on bus shelters and on phone booths.

An accompanying television spot, "Cloned," directed by O Positive's David Shane, features an office worker who decided to clone his boss so he can get two paychecks.