Most lottery ads tend to resemble an over-the-top visual circus that shouts at the lowest common denominator, relying on the oversimplified insight that more money is a good thing.
Nothing that changes my opinion about buying a lottery ticket.
The latest work for the NY Lottery from DDB NY pulls a 180, starting with a smart, simple insight – people spend way too much time thinking about money – and ending with a refreshing campaign that offers a few examples of where the mind may wander once money isn't a concern.
The warm, retro style is delightful and pleasing on the eyes. The execution isn’t overthought; it does just enough to keep people thinking after walking away from the ads. The tone is grounded and approachable, suggesting that lottery winners don’t change but what they think about is different.
Here are four print ads from the campaign, which also includes TV and radio: