There's more than a hint of "La La Land" about the New York Lottery's latest spot, promoting its Take 5 game, but this time the song and dance routine is set in New York.
The film, by McCann New York, sees a colorfully-dressed couple meet in a New York City street and perform a song and dance routine in Broadway musical style. The lyrics start out with how they're falling in love, but then it turns out they're less than compatible -- he wants kids, she doesn't, and while she wants to live in the suburbs surrounded by trees, he's an allergy sufferer who prefers the city. With the odds of the relationship working out not great, they decide to go their separate ways and play Take 5 instead.
It's nicely and amusingly done, and it's not surprising to hear that McCann worked with a Broadway choreographer and actors, a musical theatre composer, and musicians currently performing on Broadway to create the spot, under the direction of Will Speck and Josh Gordon.
The spot will run on OOH, digital, social, and radio channels in 30 and 60 second versions.