McCann NY: The New York Lotteries reward you won’t see coming

McCann New York has been making the New York Lottery’s games attractive since 2014, when it won the account from DDB, which had held it for 23 of the past 26 years.

McCann has created a dazzling array of ways to lure people to try their hand in the Lottery’s games include Scratch-its, Powerball and Lotto. A lot of ways to compel.

Many have relied on humour. Its newest, for the Cash4Life scratch-off game, however relies on that wonderful advertising classic – thwarted expectation.

Most of the 60 second ad is a suspense film. A spooky exploration of a deserted town. And then, when the ad has its audience in its grasp, a “giant” hand appears from the sky, lowering a train onto a track.

The town is a miniature train set. Its owner is revealed and a title reads, “I’d spend more time being a kid again.” Paul S., of Jamesville.

https://youtu.be/dm2D2SMtgLI

Here are some of McCann’s other recent inducements for New York Lotteries:

https://youtu.be/F7UyytqzLmc

https://youtu.be/GVsOHauGsVw

Credits
Creative Agency: McCann New York
Chief Creative Officer North America: Eric Silver

Chief Creative Officers New York: Sean Bryan & Tom Murphy
Executive Creative Directors: Mat Bisher & Dan Donovan
Creative Directors: Jason Ashlock & Dominick Baccollo
Senior Art Director: Johan Leandersson
Senior Copywriter: Andy Sciamanna

Production team: Nathy Aviram, Chance Bassett, Eric David Johnson &
Dan Gross
Account team: Natalie Hernandez, Scot Beck, Caroline Fuller, Molly Vossler & Ellery Gitkin,
Project Manager: Courtney Snead
Strategist: Laura Frank

Production Company: Biscuit
Director: Noam Murro
Executive Producer: Jeff McDougall
Producer: Charlotte Woodhead

Editing: Work Editorial
Editor: Neil Smith
Assistant Editor: Theo Mercado
Executive Producer: Erica Thompson
Producer: Christopher Delarenal

Post-production & VFX: MPC NY
Managing Director: Camila De Biaggi
Senior Producer: Elissa Norman
Creative Director & VFX Supervisor: Alvin Cruz
3D/2D Lead: Marcus Wood