Ad of the Day: New York Lottery Says You'd Be a Better Rich Person Than Most New Yorkers

Simply by not being a wasteful, eccentric weirdo

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

The New York Lottery has turned 1,326 New Yorkers into Lotto millionaires since 1978, more than any other in-state lottery game in the U.S. And fresh-faced New Yorkers who become rich overnight are way cooler than deeply weird New Yorkers who've been wealthy for generations. Right?

At least, you'll be cooler than they are.

That's the questionable but comic premise behind McCann New York's new campaign for the client—spanning TV, radio, online and out-of-home ads, as well as an amusing digital field guide to identifying eccentric wealthy folks at

First, check out the TV spots:

The ads pull off the neat trick of being relatable while depicting the polar opposite of the target market.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in