Live Long and Prosper, Shop Says

What will it be, your money or your life? For one man clanking around in a suit of armor, the two are inseparable.

The beleaguered fellow endures in the newest install ment of Publicis in the West’s campaign for the Washington State Lottery’s Lucky for Life game, which relaunched at the end of September.

“When we launched it [in 1998], we were talking to an older demographic” of consumers aged 35-54, said client marketing manager Michael Cousins. These days, the lottery is targeting players aged 18-34, for whom winning $1,000 a week for life means winning more money, he said.

The Olympia, Wash., client also improved the odds of winning from 1 in 11 to about 1 in 5 with payoffs ranging from $2 to $1,000 a week.

Breaking Jan. 14, one 30-second spot shows the man looking past the inconveniences of the protective suit. The man (actor Mark Boeker) strug gles to eat a hot dog, pops an exercise ball and has a tough time exiting a bathroom stall. The tagline is, “The longer you live, the more money you get.”

Kevin Kehoe, chief creative at the Seattle shop, said the ads depict “an extreme way” for the character to ensure that he’ll live a long life and receive as much money as possible.

Campaign spending, which also in cludes radio and point-of-sale components, is more than $1.5 million, Cousins said.