Lotteries Display Holiday Spirit

BOSTON The Massachusetts and Connecticut lotteries have launched holiday-themed spots designed to portray tickets as gifts.

A print ad for the former shows a woman wearing scratch tickets as earrings with the headline, “This gift’s got potential.” The client hired Boston-based Interpublic Group agency Hill, Holliday, Connors, Cosmopulos for its $5 million account in September. Prior to the shop’s hire, the client had not done ads in more than five years.

For Connecticut’s lottery, a TV spot shows a woman working a gift-wrap counter. She faces challenges such as wrapping a marlin, golf clubs and a cactus. She smiles when a guy hands her a lottery ticket to wrap. Independent Cronin & Co. in Glastonbury, Conn., handles.

—Adweek staff report