At first, this ad seems like a celebration of the joys that come from spending time with man's best friend. Elegantly and humorously shot, it opens with a scene of liquid drizzle flying across green grass, which you quickly discover is drool spewing from the mouth of a happy bloodhound, who leads a pack of other leashed dogs across a playful romp through the park. They're held back by a human male, who looks on the verge of drooling himself as he's just as elated about frolicking about in nature.
But caring for rescue dogs isn't the only think that's making the man happy. Turns out, he has all this time to spend with his four-legged buddies because he's a winner of the New York Lottery's Cash4Life.
The spot was created out of McCann New York and directed by Radical Media's Derek Cianfrance. It's part of a campaign to relaunch the Cash4Life game. Showing the different ways New Yorkers would spend their days, not dollars, as winners of $1000 a day for life, the campaign will also include print, digital and social.