Minneapolis shop Periscope won creative AOR duties for the Minnesota Lottery last year and debuted a football-themed campaign in August.
Its newest spot promoting the Lucky for Life lotto game takes a different tack, appealing to young folks by making light of winner Grandma Margie, who gets down after (we presume) winning said game’s $1,000 every day for life contest.
The effort belongs squarely in the “people dancing unexpectedly to hip-hop” genre. As Tracy Jordan so eloquently put it back in 2006, “This honkey grandma be trippin’.”
The star of the spot is 93, by the way.
Periscope’s P4 studio produced the ad, and group creative director Scott Dahl calls it “the perfect blend of what happens when opulence meets midwestern sensibility.”
This effort aims to attract young(er) people like Aimee, who is going to Disney World.
Aimee Brewer of Shakopee is packing her bags and taking her family to Florida after winning a $9,000 Luxury vacation in the Raffle game! pic.twitter.com/Bz2ujMZdcm
— Minnesota Lottery (@mnlottery) January 17, 2017
“Think late ’90s hip house party with a Saturday Night Live-esque vibe fit for a life-long winner, in her ’90s,” added Periscope chief creative officer and McKinney veteran Peter Nicholson. “Drenched in shades of gold, silver and green, Grannie’s digs boast schwag and bling that is believable for her ‘hood and all the friendly neighbors who help this TV spot’s appeal reach far beyond the lottery’s typical players.”
The campaign will also include digital and social media elements promoting the tantalizing possibility of “get[ting] paid for decades to come.”