The New York Lottery made actual heavy metal tracks for a scratch-off game with a confusing name

McCann and JSM Music created songs for nonexistent rock group 'Black Titanium'

Published On
Oct 15, 2019

Editor's Pick

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.

 

Credits

Date
Oct 15, 2019
Client:
New York Lottery
Agency:
McCann Worldgroup-New York
North American Chief Creative Officer:
Eric Silver
McCann New York Chief Creative Officer:
Sean Bryan
McCann New York Chief Creative Officer:
Tom Murphy
EVP Executive Creative Director:
Mat Bisher
VP Group Creative Director:
Jason Ashlock
VP Group Creative Director:
Dominick Baccollo
Creative Director:
Emily Salas
Creative Director:
Tyler Gonerka
Junior Art Director:
Hailey Lawrence
Junior Copywriter:
Jack McNamara
Chief Production Officer:
Nathy Aviram
VP Executive Producer:
Chance Bassett
SVP Executive Integrated Music Producer:
Eric David Johnson aka DJ Bunny Ears
Music Producer:
Dan Gross
Music Business Manager:
Jamie Jou
Business Manager:
Natalie Hernandez
EVP Executive Account Director:
Scot Beck
VP Account Director:
Caroline Fuller
Account Supervisor:
Molly Vossler
Account Executive:
Ellery Gitkin
Account Executive:
Carolyn Martin
Assistant Account Executive:
Jessica Foster
VP Strategy Director:
Laura Frank
VP Communications Planning Director:
Michael Goldstein
Project Manager:
Michael Gonzalez
Production Company:
Arts & Sciences
Director:
Matt Aselton
Executive Producer:
John Benson
Producer:
Zoe Odlum
Production Supervisor:
Tracy Zukowski
Director of Photography:
Darren Lew
Production Designer:
Mark Newell
Edit Company:
MackCut
Editor:
Gavin Cutler
Executive Producer:
Gina Pagano
Assistant Editor:
Alyce Muhammad
Music Company:
Future Perfect
Audio Post Company:
MackCut
Mix by:
Sam Shaffer
VFX Company:
Framestore
Executive Producer:
Sarah Hiddlestone
Colorist:
Tim Masick
Color:
CO3
CEO/CCO:
Joel Simon
Exec. Producer:
Jeff Fiorello
Producer:
Andrew Manning
Producer:
Norm Felker
Composer:
Joel Simon
Composer:
Becca Riter
Composer:
Seamus Kilmartin
Composer:
Nathanial Morgan
Composer:
Jason Krebs

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Project Type