The New York Lottery is promoting its new "Lucky Dog" Scratch-Off Game Series with a campaign that not only celebrates dogs—it's designed to get them excited.
To raise awareness of the million dollar jackpot game, agency McCann New York created a music track and video named "Wanna go for a walk?" It makes use of all the sounds dogs love, including squeaky toys, leash jingles, duck quacks, doorbells, clickers and more, combining them with hip-hop style instrumentation to create a tune that dogs and owners can "enjoy together."
The song is available on Spotify, and its accompanying music video can be found YouTube. Directed by Juan Zuleta, the video stars a band of canines, woofing and barking on mics, "playing" instruments and mixing the track in the studio.
Across social media, the New York Lottery is partnering with doggy influencers like @MarleyInNYC in a reaction video challenge. New Yorkers will be challenged to film their dogs listening to the new track and post it on social, tagging the New York Lottery.
While the initiative is sure to appeal to all those with pandemic pooches, we're wondering if a track that makes the dog want to go for a walk might not the best thing for those WFH pet parents. Still, it's a fun way to piggyback onto the plethora of puppy-related content on social media.