LOS ANGELES Omnicom Group’s BBDO West broke teaser spots this week for a new California Lottery game, the Mega Millions, said the agency president and CEO.
“The reason the new game is important is ‘jackpot fatigue,’ the ‘It’s not big enough’ mentality,” said Tom Hollerbach at the San Francisco shop. “The Upside/Downside strategy [for SuperLotto Plus] will remind people that $20 million is still huge, while the Mega game will celebrate a monster jackpot.”
The 15-second teaser spot uses a home video-style shot of young man excitedly running down the street with the camera operator, ending with a snippet of a giant tendril waving in the air.
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