Comedy campaign from Connelly Partners accepts that the holiday season get a bit too much for many Americans
The holidays are quickly approaching and let’s be honest, they can often feel like an affliction. Most of us are probably even allergic to them and don’t know the signs… The Mass. State Lottery is here to help by hyperbolizing what we hate about the holidays in a new holiday campaign that will get you laughing.
The campaign, which launches on November 19th in partnership with agency of record Connelly Partners, dramatizes the very real stresses of the holidays, especially holiday shopping, and brings us hope: Giving Instant tickets from the Mass. State lottery will get you back in the spirit, cure holiday fatigue, and make you the hero of the holidays. The spot features rising star funny-woman Abra Tabak and with the deft comedic touch of director Brett Karley, it’s painfully relatable.
We’ve all been there, long gift lists, difficult people to shop for, waiting until the last minute, budgets, and crowds. Here’s an idea: spend less time stressing about shopping and more time enjoying the company of friends and family. An Instant Ticket is the gift that goes well with pretty much anything and provides a fun and exciting diversion from life’s monotony.
The goal of the campaign is to increase instant tickets (scratch tickets) and season ticket sales during the 2018 holiday season. The campaign includes broadcast, digital, social (including some fun Snapchat ads and filters) and OOH content.
This work stands out from other Lottery campaigns because it appeals to the psychology of the buyer by positioning the Mass. State Lottery as a solution to their holiday shopping (in a tongue in cheek way), rather than talking about what you can buy for others.