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Creative in association withGear Seven
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JOJX's Michael McCourt Brings Plenty of 'Charm' to Maryland Lottery Spot

13/10/2021
Advertising & Integrated Production
Los Angeles, USA
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Agency GKV launches new campaign celebrating the diversity and vibrancy of the state

LA-based production company JOJX has produced the latest spot for the Maryland Lottery’s new Lucky Scratch Offs, directed by Michael McCourt. Set to C.W. Stoneking’s bluesy yet upbeat song, Good Luck Charm, the ad has an off-the-cuff genuineness and colorful blend of the whimsical. 

The campaign is out of the Baltimore agency GKV and agency producers REJ & Associates, Inc. and is a celebration of the diversity and vibrancy of the state. Warm and inviting, the spot features those who believe in chance and who embrace the magical along with the tangible. 

Michael McCourt’s work always centers character, regardless of the story he’s telling. In this ad he does a beautiful job of representing Maryland Lottery players in a way that tells the viewer more about who they are. With some wearing their charms like a badge, and others who carefully safeguard their sacred tokens of luck, his keen eye captures a range of players, all of them true originals

Says McCourt: “I think the biggest thing for me was to show a diverse group all enjoying something in common. We seem to be so divided these days; it was nice to show a common thing where we are all on the same page.”


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