A touching new spot from the New York Lottery offers a different angle on the things that prize money can bring you. Unlike most other lottery ads, which tend to focus on either outrageous wealth or simply being lucky, it's all about how it would affect your quality of life -- and that's appropriate, as it's promoting Cash4Life, the NY Lottery's prize of $1,000 a day for life.
The spot, set to a Latin vibe ("Llego Mijan" by Tito Puente), focuses on a room being arranged for someone's arrival: we see someone readying a gramophone, various black-and-white framed photos, baseball and jazz mementos, a Panama hat and underwear folded neatly into drawers. A woman looks out of the window to see an elderly man arriving by taxi with luggage, then leads him beaming into what's clearly his new bedroom. It ends with a simple quote from Nancy S, Altamont: "I'd spend more time with my dad."
The campaign, by McCann New York, aims to encourage New Yorkers to think about the more emotional and personal benefits of $1,000 extra a day for life -- over the typical blingy extravaganzas. Knucklehead's Siri Bunford directed.