Cleveland-based agency Marcus Thomas launched a holiday effort for the Ohio Lottery promoting seasonal scratch-off instant lottery tickets.
The spot depicts a series of holiday family gatherings. Each year, grandma and grandpa sit on the couch and scratch off an instant lottery ticket. But this year, the old couple appears to no longer be with the family.
While viewers are initially led to believe the grandparents have died, they’re actually not around because they’re too busy living it up at some tropical location. The approach allows for Marcus Thomas to both play up the sentimentality of instant lottery tickets as a yearly tradition and entice viewers with the remote possibility of winning a large sum of money.
As far as lottery ads go, this one is not bad. It’s hardly a “gotcha” moment when you consider what’s being advertised, and the execution isn’t new, but it’s a solid strategy.
The 30-second broadcast spot will run through December 25 and also appear in over fifty Regal and Cinemark movie theaters statewide, supported by radio and social media executions.
Marcus Thomas copywriter Max Sollisch composed the music for the ad.
Credits:
Chief Idea Officer: Joanne Kim
CD: Eric Holman
AD: Brian Gillen
CW/Composer/Musician: Max Sollisch
Agency Producer: Jerrod McMillin
Media Dir.: Elizabeth Ballash
Account Sup.: Dave Evans
Prod. Co./Post: PPS Group, Cincinnati
Director: Elizabeth Orne
D.P.: Shlomo Goddard
Exec Producer: Deb Price
Editor: Preston Price