The latest New York Lottery campaign by McCann highlights the high winnability of the daily draw game by convincing people that playing Take 5 is a safe bet when compared to the alternative. Touting the game's 1 in 9 odds, it encourages New Yorkers to choose Take 5 and “Go for the win.” 

 

The two spots are set to resemble dramatic cinema style scenes, but with a misdirect that introduces Take 5 as a winnable way out of a dire situation. The approach positions the 1 in 9 odds as the best solution to these comically epic scenarios.

 

The spots will run locally on TV and the campaign will be carried across Radio, OOH, social channels and websites through banner ads and other digital executions, October 16th through December 24th, 2017.