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David&Goliath's new ad for the California Lottery focuses on a man who's quirkily obsessed with the number five—including waking up at 5:55 a.m., living at 555 5th Street, and basically designing as many interactions as he can around this number.
Follow his serendipitous adventures here:
The end of the ad reveals that the penta-fixation stems from five having been his winning lottery number years earlier. (We're pretty sure he squeezed all the luck from it already, so him clinging to it is a little wonky, but whatever, the ad's still fun.)
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