David&Goliath Asks the ‘Audience’ in New California Lottery Ad

By Erik Oster 

A man asks a (presumably imaginary) audience for help in David&Goliath’s latest for California Lottery, promoting new The Price is Right Scratchers.

Overexcited attendees screaming suggestions to competitors were always a notable part of the show, so it makes sense to include this feature in an ad promoting the scratch off game.

When a man goes to check out at a local convenience store, he asks the clerk for a The Price is Right Scratcher. The clerk then asks him if he wants a 2, 5 or 10. Seeming unsure, he turns around to see people screaming suggestions at him and eventually settles for the middle option.


Playing it safe. We like.

There are a number of ways David&Goliath could have gone about trying to incorporate the series, which is really the game’s selling point, but selecting the audience participation aspect was probably a good choice. The callback to the schtick at the end of the spot when the clerk asks if the guy wants anything else is a nice touch (it turns out that he forgot the cat food).

In addition to the 30-second broadcast spot, the campaign also includes a series of social ads depicting loose change as The Price is Right contestants and spots airing on gas station TVs with audiences surprising unsuspecting customers. We are pretty sure D&G wasn’t responsible for this masterpiece, though.

The campaign will run in local California markets and also include OOH and radio elements.

Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Executive Creative Director: Bobby Pearce
Creative Director/Writer: Greg Buri
Creative Director: Basil Cowieson
Writer: Kurt Warner
Art Director: Danny O’Connor
Strategic Planning Director: Kristen Knape
Strategic Planner: Chris Kwak
Managing Director of Broadcast Production: Paul Albanese
Broadcast Producer: Jessica Gardner
Director of Business Affairs: Rodney Pizarro
Business Affairs Manager: Camara Price
Associate Business Affairs Manager: Travis Kohler
Group Account Director: Stacia Parseghian
Account Director: Janet Wang
Account Supervisor: Lindsay Brown
Assistant Account Executive: Ellen Lovoy
Account Coordinator: Alex Petosa
Project Manager: Mike Antonellis
Chief Digital Officer: Mike Geiger
Director of Digital Production: Peter Bassett
Senior Interactive Developer: Ardon Hall
Associate Developer: Mariano Echegoyen
Senior Interactive Art Director: Steven Lau
Associate Interactive Producer: Nat Wilkes
UX Lead: John Randall
Director of Print Services: Meredith Walsh
Senior Art Producer: Andrea Rosenfeld
Production Company: O Positive
Director: Brian Billow
Director of Photography: Larry Fong
Executive Producers: Ralph Laucella & Marc Grill
Line Producer: Trevor Allen
Sales Representative: Irma Rodriguez |In House Reps
Editorial House: Spinach
Editor: Kevin Zimmerman c/o Spot Welders LA
Assistant Editor: Doug Scott
Producer: Jonathan Carpio
Telecine: Company 3
Colorist: Sean Coleman
Online & VFX: Method Studios
Flame Artist: Emily Irvine
Executive Producer: Robert Owens
Producer: Cara Lehr
Music: Licensed c/o FremantleMedia
Mix House: Lime Studios
Sound Mixer/Engineer: Sam Casas
Social Videos
Directors: Casey McIntyre, Kina Choi
Executive Producer: Mike Wigart
Line Producer: Stan Sawicki
Director of Photography: Yash Bhatt
Editor: Jonathan Ficcadenti
VFX Supervisor: Mike Wynd
VFX Producer: Brian Friel
VFX Team: Tim Kafka, Matthew Burns, Rodrigo Carrasco, Kathleen Kirkman, Jonathan Ficcadenti, Matt Bell, Emily
Gerich, Sandra Ross, Rodrigo Jimenez, Christopher Brown, Brian Williams, Andrew Arevalo, Jacob Patrick, Andrew
Price, Priya Bandodkar, Akshay Sunil Wadwalkar
Colorist: Kristopher Smale