When You Win Money for Life, You Want to Stay Alive

DDB's New York Lottery Spots Show You Why You Shouldn't Die

Published On
Aug 30, 2013

Editor's Pick

The thing with winning the New York Lottery's Win for Life is -- you can't die. DDB New York taps into that reality with a funny spot directed by the Perlorian Brothers. "Paper Cut" features a man who gets a minor (but painful, as anyone who has ever had a paper cut can attest) injury. His wife, however, goes straight into emergency mode.

This is the first time in a few years the NYL has advertised "Win for Life," which recently got redesigned tickets and a new price point.

The campaign includes three OOH ads aimed at "Win for Life" winners that emphasize safety measures they should be taking, including being careful about falling objects, rising objects, rolling objects, flying objects, and basically, "all other objects." (See them all in the playlist to the right.)

There's also a Facebook activation, launching Sept. 2, featuring a Nana who doubles up as a smothering, concerned grandmother, providing tips on living safely (so she can get a piece of those winnings!). The page asks you to let Nana snoop around your profile and peruse it to to see if you're living a safe and healthy life.

Credits

Date
Aug 30, 2013
Brand:
NY Lottery
Client:
NY Lottery
Agency:
DDB-New York
Chief Creative Officer:
Matt Eastwood
Group Creative Director:
Mike Sullivan
Group Creative Director:
Rich Sharp
Associate Creative Director:
Carlos Wigle
Associate Creative Director:
Billy Leyhe
Copywriter:
John Marshall
Head of Production:
Ed Zazzera
Executive Producer:
Walter Brindak
Production Company:
MJZ
Director:
Perlorian Brothers
Editor:
John Piccolo
Editorial Company:
Fluid
Audio Producer:
Mr. Bronx Audio Post
Audio Producer:
David Wolfe

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Project Type