The New York Lottery’s X Series’ family of Scratch-Off tickets can multiply your win. So, to announce the X Series’ biggest ticket drop yet, we’re introducing New York to another family of winners: The Monteros.  

The Monteros like to multiply their wins. They’re ten-time Regional Yo-Yo Champions. They’re twenty-time Blue Ribbon Yodellers. They win at everything, even staring contests. And, they have a room filled with a great multitude of trophies to prove it. The Montero family is the embodiment of the X Series family of Scratch-Offs—even their choice of wardrobe matches the colour of the new tickets. 

Up-and-coming, Young Director Awardee, Cloe Bailly, brought the spot to life with her keen eye for production design and cinematic storytelling.  

The campaign will be carried across TV, radio, OOH, print, social and other digital executions from January 6th to March 27th.