ITCHING TO PLAY A SCRATCH GAME | Adweek ITCHING TO PLAY A SCRATCH GAME | Adweek
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ITCHING TO PLAY A SCRATCH GAME

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What better place to promote a "scratch" lottery ticket than "Hive's Poison Ivy Farm"?

That's the thinking behind Eisner Communications' latest madcap television spot for the Maryland Lottery.

The farm, dreamed up by creative director Steve Etzine, copywriter Craig Strydom and art director Marc Rosica of the Baltimore shop, is populated by a ragtag host of aging hippies (and a dwarf) whoseprior cash crop may well have been marijuana.

Somewhere in the middle of all the stumbling and mantra-mumblinga tagline emerges:"Love to scratch? Let yourself play."

Joe Tozzi of M-80 Productions in Santa Monica, Calif., directed the 12-hour shoot, which took place in a hothouse this summer with temperatures and tempers soaring.