David & Goliath Los Angelese launched a new ad for the California Lottery, introducing new Extra Play Scratchers.
The agency plays on the fact that the new scratch off game is the first-ever with a game on both sides of the card, presenting this as a gasp-worthy innovation. It introduces the card via a tech release parodying event called Innovationcon 2015 in which its spokesman claims it will innovate innovation, due to being “shatterproof,” “bendable” and two-sided. Unfortunately, the tech event parody approach is running a bit thin, following similar premises from Cheetos and Apartments.com in recent months, even if it makes more sense coming out of California. The 45-second broadcast spot is supported by digital, mobile and OOH components designed to showcase “how California Lottery has created a Scratchers ticket so forward-thinking, it might just change Californians’ perspective on Scratchers tickets forever.”
Credits:
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Creative Director: Greg Buri
Creative Director: Basil Cowieson
Copywriter: Kacey Coburn/Greg Buri
Art Director: Jennifer Yi/Basil Cowieson
Strategic Planning Director: Kristen Knape
Strategic Planner: Jessica Watts
Managing Director of Broadcast Production: Paul Albanese
Senior Broadcast Producer: Katie Lambrecht
Group Account Director: Stacia Parseghian
Management Supervisor: Janet Wang
Account Executive: Lindsay Brown
Assistant Account Executive: Ellen Lovoy
Project Manager: Erin Cavin
Director of Digital: Josh Crick
Director of Digital Delivery and Technology: Robert Boucher
Digital Production and Technology Manager: Michael Karney
Digital Content Strategist: Ashton Dunn
Senior Interactive Developer: Ardon Hall
Digital Production Coordinator: Keenan Howard
Production Company: Tool of North America
Director: Geordie Stephens
Director of Photography: Mandy Walker
Managing Director / Exec. Producer: Oliver Fuselier
Executive Producer: Robert Helphand
Line Producer: Jeff Tanner
Sales Representative: Shortlist Management: Charlie McBrearty, Vanessa McLean
Editorial House: Spinach Editorial
Editor: Shane Reid (from Whitehouse Post)
Assistant Editor: Micah Chase
Producer: Jonathan Carpio
Telecine: Company 3
Colorist: Bob Festa
Online & VFX: JAMM VFX
Flame Artist: Jake Montgomery
Executive Producer: Asher Edwards
Music: Barking Owl
Music and Sound Design: Barking Owl
Sound Mixer / Engineer: Mark Meyuhas at LIME Studios