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LOS ANGELES-Capturing the immediate feeling of winning is the idea behind Grey Advertising’s first creative effort for the California Lottery.
The six 15- and 30-second television commercials, set to break Sept. 15 in California spot TV markets, are a part of the estimated $15-20 million campaign entitled “Winning Moments.”
The campaign retains the “Who’s next?” tagline, which was created by the California Lottery’s previous agency of record, J. Walter Thompson in San Francisco. The new television spots are an evolution of the campaign, taking it to “a different level,” according to the lottery’s advertising manager, Susan Kossack.
“Grey recommended a shift from showing the things you could do or buy because of your winnings to the emotions associated with the actual moment of winning,” said Kossack.
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