This Amusing NY Lottery Ad Imagines a Heavy Metal Band with Heavy Metal Instruments

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McCann New York and Arts & Sciences' Matt Aselton launch campaign for the lottery brand's new Black Titanium game
This Amusing NY Lottery Ad Imagines a Heavy Metal Band with Heavy Metal Instruments

'Black Titanium' sounds like it could be the name of any number of things. A high-tech smartphone. A fancy cologne. Even an intense heavy metal band. But none of those are as big as what Black Titanium actually is – a new Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000. This campaign, by McCann New York, defines exactly what Black Titanium is, by stating what it isn’t.

The TV spot, directed by Matt Aselton, imagines what Black Titanium would be like as a heavy metal band. JSM collaborated with the agency on a Spotify album for the fake Black Titanium band, executing ads disguised as songs that 'had to be completely legit to the (heavy metal) genre'. Across social executions, the New York Lottery compares the high-jackpot Scratch-Off Game to other items that Black Titanium could be, like a premium credit card or a fancy cologne. All while reminding you that it isn’t any of those things. It’s a new Scratch-Off Game. And it’s big.


New York Lottery - Black Titanium Lyric Video 1
New York Lottery - Black Titanium Lyric Video 2
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Creative agency

Agency: McCann

North American Chief Creative Officer: Eric Silver

McCann New York Chief Creative Officers: Sean Bryan & Tom Murphy

EVP Executive Creative Director: Mat Bisher

VP Group Creative Director: Jason Ashlock, Dominick Baccollo

Creative Director: Emily Salas, Tyler Gonerka

Junior Art Director: Hailey Lawrence

Junior Copywriter: Jack McNamara

Chief Production Officer: Nathy Aviram

VP Executive Producer: Chance Bassett

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

Music Producer: Dan Gross

Music Business Manager: Jamie Jou

Business Manager: Natalie Hernandez

EVP Executive Account Director: Scot Beck

VP Account Director: Caroline Fuller

Account Supervisor: Molly Vossler

Account Executive: Carolyn Martin, Ellery Gitkin

Assistant Account Executive: Jessica Foster

VP Strategy Director: Laura Frank

VP Communications Planning Director: Michael Goldstein

Project Manager: Michael Gonzalez

Production

Production Company: Arts & Sciences

Director: Matt Aselton

Executive Producer: John Benson

Producer: Zoe Odlum

Production Supervisor: Tracy Zukowski

Director of Photography: Darren Lew

Production Designer: Mark Newell

Editorial

Edit Company: MackCut

Editor: Gavin Cutler

Executive Producer: Gina Pagano

Assistant Editor: Alyce Muhammad

Music for TV Spot

Music Company: Future Perfect

Audio Post

Audio Post Company: MackCut

Mix by: Sam Shaffer

VFX

VFX Company: Framestore

Executive Producer: Sarah Hiddlestone

Colorist: Tim Masick @ Co3 NY

Music - tracks

Music company: JSM Music

CEO/CCO: Joel Simon

Exec. Producer: Jeff Fiorello

Producers: Andrew Manning/Norm Felke

Composers: Joel Simon, Becca Riter, Seamus Kilmartin, Nathanial Morgan, Jason Krebs

Genres: Comedy, Musical

Categories: Gambling, Sports and Leisure

McCann North America, 5 months ago