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New York Lottery: Embarassment Of Riches
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The New York Lottery, today launched two brand-new advertising campaigns to support and drive awareness for their new summer scratch-off games with the help of advertising agency, DDB New York (www.ddb.com). The new games - Black Diamond Riches and Three Million– are available to play now through the month of June. The campaign launching today, will include TV, radio, digital, and out-of-home advertisements.
The tongue-in-cheek TV spot for Three Million, “Breaking the News” features parents who sit their children down to break some life changing news. It appears in an attempt to keep things exciting in their relationship, mom and dad have unexpectedly become… unplanned millionaires. The spot encourages gamers to keep things in their life exciting by playing for a chance to win up to $3,000,000. The Black Diamond Riches out-of-home ads (pictured below), created by Eric Drooker, frequent illustrator for The New Yorker, feature everyday New Yorkers mining for riches in everyday situations like the library, the Laundromat and a diner to inspire consumers to “Mine for Millions Anywhere” by playing Black Diamond Riches. These OOH ads will run exclusively in New York City, along with point-of-sale posters throughout the state. Each scratch-off game provides multiple chances of winning and incorporates the greater NYL tagline: Hey, you never know ®
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