If the name “Black Titanium” conjures images of superheroes or memories of that one Sia song from 2011, you’re not alone. The New York Lottery‘s new campaign plays up the (intentionally?) confusing name of its scratch-off game, with suggestions that it might be a high-end cologne or a cutting-edge smartphone—or the heaviest of heavy metal bands.
A TV spot from McCann and directed by Matt Aselton via Arts & Sciences takes the premise to its absurd extreme. As they rock out on stage, the members of Black Titanium begin dropping to the ground, unable to support the weight of instruments actually made from heavy metals.
If the strident chords please your ears, check out the real heavy metal songs created for the campaign by JSM Music and available to stream on Spotify. “Hot Cash” rhapsodizes about the $10 million top prize that’s “aching for the taking.”
“Fat Stack City” ramps up the pace with pounding guitar riffs backing screaming vocals that proclaim “tonight’s my lucky night.” Sure, these are ads, as some of the songs admit, but they feel genuine given how commercial so much of early ‘80s rock is in hindsight.
“Don’t Play With Fire” takes a darker turn, cautioning players against spending more than they can afford on lottery tickets and directing them to the New York Lottery’s addiction hotline if they need help.