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New York Lottery Celebrates a Foodie’s Dream with Mouthwatering New Ad

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McCann New York asks 'How Would You Spend It?' with a ukulele cover of 'Food Glorious Food'

New York Lottery Celebrates a Foodie’s Dream with Mouthwatering New Ad
In the latest take on its 'How Would You Spend It?' campaign, New York Lottery has built on its concept of showing how one New Yorker would spend their time if they won a top prize with 'All the Foods'. The spot, from McCann New York, features a stripped-down acoustic rendition of 'Food Glorious Food' - originally made famous in the musical 'Oliver!' - performed on the ukulele.

Cash4Life is the only draw game from the New York Lottery that offers players a chance to win $1,000 a day for life, giving players an opportunity to dream about how they’d spend their days, not just their dollars, if they won. On July 1, 2019, the game will now draw every day, giving New Yorkers more chances to win $1,000 a day for life.


The cover version of 'Food Glorious Food' from the classic musical 'Oliver!' was re-recorded and composed by the music house Human and features a stripped-down acoustic version of the original song played on ukulele. Paired with the beautiful food cinematography, it acts as an emotional celebration of the heroine’s dream of eating all the foods. 'How-to' recipe videos were also created to accompany the spot so viewers can learn how to make the actual food dishes featured in the commercial. These recipe videos will be paired with the spot online in an interactive unit.

'All the Foods' will run from July 1, 2019 until August 25, 2019, and is being supported by radio, OOH, social print and point of sale materials. The TV spot will be featured across New York State broadcast TV, as well as in cinemas.
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Music

Music Company: Human

Composer: Seth Fruiterman

Executive Producer: James Wells

Creative Lead: Morgan Visconti

Offline

Edit Company: Cosmo Street Editorial

Editor: Aaron Langley

Edit Assistant: George Irizarry

Executive Producer: Maura Woodward

Head of Production: Luiza Naritomi

Senior Producer: Paolo Solarte

Post Production / VFX

Post Production Company: MPC

Producer: Anna Kravtsov

Colourist: James Tillet

Executive Producer: Camila DeBiaggi

2D Lead: Tom McCullough

2D Team: David Anger, Thiago Porto

Production Company

Production Company: The Reserve Label

Director: The Chartrands

Executive Producer: Ryan Slavin

Producer: Ari Weiner

DOP: Justin Gurnari

Production Supervisor: Robert Gustafson

Production Designer: Kelly McHehee

Sound

Producer: Craig Caniglia (Senior)

Audio Post: Post Human

Audio Mix: Sloan Alexander

Sound Design: Daryl Pinsdorf

Audio Assistant: Rob Suchecki

Creative Agency

Creative Agency: McCann

Chief Creative Officer: Eric Silver (North America), Sean Bryan and Tom Murphy (New York)

Executive Creative Director: Mat Bisher

Strategist: Sydney Hausman (Associate)

VP Creative Director: Jason Ashlock, Dominick Baccollo

Associate Creative Director: Emily Salas, Tyler Gonerka

Chief Production Officer: Nathy Aviram

Executive Music Producer: Eric David Johnson aka DJ Bunny Ears (SVP Executive Integrated Music Producer)

Music Producer: Dan Gross

Business Manager Music: Jamie Jou

Business Manager: Natalie Hernandez

Executive Account Director: Scot Beck (EVP)

VP, Account Director: Caroline Fuller

Account Supervisor: Molly Vossler

Account Executive: Ellery Gitkin

Assistant Account Executive: Jessica Foster

Strategy Director: Laura Frank (VP)

Project Manager: Janelle Jordan

VP Account Director: Caroline Fuller

Genres: Music & Sound Design, People, Tabletop

Categories: Events, Sports and Leisure

McCann North America, Tue, 02 Jul 2019 12:49:19 GMT