Area Man Fixates on 5 in David&Goliath’s ‘Forever Five’ for the California Lottery

By Erik Oster 

A man is totally obsessed with the number five in David&Goliath’s latest for the California Lottery, promoting its Power 5’s Scratchers (get the connection?).

Said man wakes up in the morning in an apartment at 555 5th street at exactly 5:55 (yikes), walks to the local coffee shop and orders an Americano with five shots of espresso. We’re guessing he might be a bit jittery after that one. “On the fifth day of the fifth month” (today, as it happens), the guy takes five of his friends “up the five” on a five-day trip whose location is also determined by the number five.

The approach is a bit of a stretch at times (a five dollar Americano, with five shots of espresso, yeah right), but it’s also more fun and memorable than most lotto spots.

And, of course, you’re not supposed to take any of it seriously. It’s revealed near the end of the spot that the man’s obsession from the number stems from having won Power 5’s Scratchers grand prize of $555,555 as we see his winning ticket framed on the wall. The spot manages the transition from “What is this guy’s deal?” to promoting the product in question pretty well, and the reveal is more memorable for being a logical conclusion to the preceding narrative.



Client: California Lottery
Chief Consumer Marketing & Advertising: John Koyama
Senior Advertising Manager: Elizabeth Wills
Marketing Specialist: Linda Barton MacDonald
Title: “Forever Five” :60
Agency: David&Goliath
Founder & Chairman: David Angelo
Executive Creative Director: Bobby Pearce
Creative Director/Art Director: Philipp Dietz
Creative Director/Copywriter: James (Jamie) Cohen
Creative Director/Art Director: Basil Cowieson
Creative Director/Copywriter: Greg Buri
Director of Broadcast Production: Paul Albanese
Sr. Broadcast Producer: Katie Lambrecht
Group Acct. Director: Stacia Parseghian
Management Supervisor: Dominique Branham
Account Supervisor: Lindsay Brown
Assistant Account Executive: Ellen Lovov
Director of Business Affairs: Rodney Pizarro, Esq.
Business Affairs Manager: Camara Price
Assoc. Mgr., Business Affairs: Travis Kohler
Creative Manager: CJ Stockton
Project Manager: Mike Antonellis
Hispanic Agency: Casanova Pendrill
Group Account Director: Melanie Cyr
Account Supervisor: Maritza Rodriguez
Senior Broadcast Producer: Eleana Meazzo
Production Company: Park Pictures
Directors: Christian & Patrick
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Justin Pollock
Head of Production: Anne Bobroff
Producer: Valerie Romer
Editorial: Spinach LLC
Editor: Katie Turinski
Assistant Editor: Zaldy Lopez
Editorial Producer: Jonathan Carpio
VFX: Method Studios
VFX Executive Producer: Robert Owens
Lead Flame Artist: Emily Irvine
Music: Ring the Alarm
Music Producer: Jenny Hollowell