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Win Powerball, and you can hire Cyndi Lauper to serve as your personal house musician.
So says a 2012 New York Lottery campaign running under the new tagline, “Yeah, that kind of rich,” created by the brand’s longtime agency, DDB New York. Timed to the increase in the price of Powerball tickets this month from $1 to $2, the integrated campaign focuses on doubled payouts rather than doubled costs by illustrating just how absurdly wealthy the game just might make you.
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