Ad of the Day: New York Lottery

Mega Millions gives the walking dead a reason to live

Shaun of the Dead has a lot to answer for, culturally speaking, but every now and then it births a shambling, mumbling, flesh-starved horror it should be proud of. Among them is DDB New York's "Zombies" ad for the New York Lottery Mega Millions, which will run in cinemas starting today (spreading soon to TV), and features a trio of apocalypse survivors preparing to fend off a horde of restless undead inside a storefront, only to be saved at the last minute by an announcement that the lottery jackpot is now at "millions and millions of dollars!"

A few questions about this spot: Assuming one of the zombies wins the lottery, what will he buy with the proceeds? Answer: Brains. Why are the people inside the Brooklyn laundromat facing the plate glass window, rather than hiding deeper inside the store? Answer: Brains. Why is the government taking valuable zombie-killing time out of a hopefully very busy schedule to announce the lottery jackpot over what must be the only remaining television station? Answer: Braaaaaaaains.

Nice touches here: the QUARANTINE sign behind the zombie trying to hail a taxi; the orange vest-wearing ghoul who regains his humanity long enough to give a "what's with this guy?" shrug when there's nobody in the newsstand to take his money; everybody's contacts are great. Also the "beauty supply" store behind the zombies as they break the plate-glass window. Also, the musical refrain, written for the ad by Fountains of Waynes bassist Adam Schlesinger, “You gave me a reason to live.”

All in all, a well-directed spot with an instantly recognizable theme at least one huge, unintended truth, namely that lottery tickets are for people who really need brains.

Yes, all right, fine, I've played the lottery, too.

Credits

Agency: DDB New York

Chief Creative Officer: Matt Eastwood

Creative Directior: Rich Sharp

Creative Director: Mike Sullivan

Head of Production: Ed Zazzera

Executive Producer: Walter Brindak

Group Account Director: Leo Mamorsky

Management Supervisor: Kelly Gorsky

Account Supervisor: Heather Olson  

Assistant Account Executive: Tarina Hesaltine

Assistant Producer: Katy Fuoco

Production Company: O Positive

Director: Jim Jenkins

Exececutive Producer: Ralph Laucella

Line Producer: Ralph Laucella

DP: Larry Fong

Post-Production: Cutting Room Films

Editor: Chuck Willis

Visual Effects Company: Light of Day

Amy Taylor – Managing Director

Charles Nordeen – Creative Director of Development

Colin Stackpole  – Creative Director

Justin Barnes – Lead Designer

Di He – CG Technical Director 

Josh Williams – Senior Smoke Artist

Kristen Barnard – Head of Production