David & Goliath LA Makes ‘The Announcement’ for California Lottery

By Erik Oster 

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.”


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