Mass. Lottery Focuses on Mega Millions

BOSTON The Massachusetts State Lottery Commission’s first major ad campaign in seven years focuses on the Mega Millions game in an effort to create jackpot awareness among casual lottery players, the client said.

The ads from Interpublic Group’s Hill, Holliday, Connors, Cosmopulos here introduce the tagline, “You have to play.” One TV ad takes place at a mime convention; another shows a bored office worker lost in a sea of identical cubicles. In each scenario, a Mega Millions ticket offers potential salvation.

Hill, Holliday added the $5 million account in September following a review in which Boston-based Clarke Goward and Mullen in Wenham, Mass., were finalists. The lottery last had a budget for media advertising in 1997.

The current effort features TV, radio and print and has begun breaking statewide.

The Mega Millions game is a multi-state game that includes Massachusetts, Georgia, Illinois, Maryland, Michigan, New York, Ohio, Virginia, Washington, New Jersey and Texas. The highest jackpot in the game’s history took place in May 2000 when it offered $363 million.