The latest New York Lottery spot seems like a quirky version of a Spider Man villain.
The campaign, “More Winnings Could be in Your Hands,” by McCann, finds a woman coming back from shopping only to find her husband with a strange contraption on his back. As he explains, the homemade contraption made from randomly scavenged household items—which looks like a junky version of Dr. Octopus from Spider Man—was made because he didn’t have enough hands to scratch the latest lottery tickets, the Xtreme Multiplier Series of Scratch-Off games, each with the power to multiply winnings up to 100 times and a top prize of $5,000,000.
As the story unfolds, we see that the contraption is fashioned out of a blow-dryer, desk lamp, and confusingly, a cheese grater. One arm is haphazardly constructed from scraps of wood, while another looks like a bit of steampunk. To top it off, there’s a tiny, delicate hand attached to a really long tweed arm, for all his detail work, which he creepily grazes over his wife’s face and lips as he explains the need for the tiny hand.
This film was brought to life by director Vedran Rupic and the world-famous, and dexterous, puppeteering hands of Legacy Effects.
“In our latest ad, our hero goes wild building a contraption with whatever he could find at home—robotic arms, wooden ones, and a tiny hand with a personality as big as your winnings. Because when it comes to multiplying your fun, we don’t just stop at the tickets; we go all in – or should we say, all ‘hand’ in,” said Shayne Millington, chief creative officer, McCann New York in a statement.