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New York Lottery Invents a Better Way to Multiply in New Campaign

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McCann New York's new spot highlights the lottery's unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things

New York Lottery Invents a Better Way to Multiply in New Campaign
Playing the X Series of Scratch-Offs from the New York Lottery gives people a chance to multiply their winnings. So, to announce the return of this popular game, McCann New York highlighted the unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things.

At the centre of the campaign is a :30 TV spot that brings the classic home inventor to present day, creating a timely character who has had a little too much time on his hands recently. Playing the X Series is the better way to multiply, but his above average mechanical inclination makes him less inclined to take the easy route. For him, it’s all about his homemade sci-fi contraption - The Multiplier.


While the suburban garage has launched world-changing companies and ideas, The Multiplier is not one of those. Despite his wife’s best efforts to sway him towards the playing the X Series instead, he accidentally multiplies Purrfessor Bunsen, the family cat.

New York-based director, Conor Byrne, brought the spot to life through his keen eye for production design and cinematic storytelling.

The campaign will be carried across TV, radio, OOH, print, social and other digital executions beginning today.

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Client

Client: New York Lottery

Agency

Agency: McCann New York

Co-Chief Creative Officers: Tom Murphy and Sean Bryan

Executive Creative Director: Mat Bisher

SVP Group Creative Directors: Jason Ashlock and Dominick Baccollo

Executive Creative Director: Marco Muñoz

Senior Art Director: Tim Min

Senior Copywriters: David Cappolino and Randy Cantu

EVP Executive Account Director: Nikki Maizel

SVP Group Account Director: Caroline Fuller

Account Directors: Molly Vossler and Adriana Escarcega

Senior Account Executive: Carolyn Martin

Project Manager: Michael Gonzalez

SVP Group Strategy Director: Laura Frank

VP Strategy Director: Emily Brown

Chief Production Officer: Nathy Aviram

Executive Producer: Cindi Blondell

Music

SVP Executive Music Producer: Eric Johnson

Music Producer: Dan Gross

Mix: Sonic Union

Audio Engineer: Steve Rosen

Business

Business Affairs: Natalie Hernandez

VP Director Talent Payment: Terry Marcello

Talent Payment Manager: Krenzy Vergara

Production

Production Company: Mssng Peces

Director: Conor Byrne

Managing Partner: Brian Latt

Line Producer: Tyler Byrne

Director of Photography: Garrett Hardy

Editorial

Edit: Cosmo Street

Editor: Aaron Langley

Head Of Production: Anne Lai

VFX: Ingenuity

Post Production: Switch

Colourist: Tim Masick

Categories: Gambling, Sports and Leisure

McCann North America, Mon, 11 Jan 2021 16:08:22 GMT