The New York Lottery is promoting its "X Series" of scratch offs with a humorous new ad that highlights how it offer multiple chances to win, by way of a home inventor whose experiment goes horribly wrong.

The ad, directed by Conor Byrne of  M ss ng P eces for McCann New York, depicts the suburban inventor hard at work in his garage on the "mutliplier," a homemade contraption that uses lasers to mutiply stuff. His wife points out that it would be a lot easier to play the New York Lottery and have multiple chances to win—but that's before his family cat Purrfessor Bunsen gets in the way. (Perhaps these two could open a pet shop if the inventing gig doesn't work out.) 

The campaign is set to run across TV, radio, OOH, print, social and other digital executions.