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

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 RichPeopleGuide.com.

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. Viewers will relate not to the characters, of course, but to the caps-lock on-screen compliment: "You'd make a way better rich person." And it's hard to argue with that, given these people's preposterous habits, like bat collecting and wine bathing.

In reality, this class-focused humor is dicey—lotteries, after all, are no laughing matter for the poor, whom they exploit even as they help fund things like education. (In other words, whether or not poor people would make better rich people, the lottery will only make them poorer.) But this campaign gets away with the angle mostly because it's lighthearted and cartoony enough to be a caricature.

Also, the field guide—created with help from B-Reel—is a fun wrinkle, profiling "rich people of New York you would be better than if you were rich." These include the Eccentric Collector of Eccentric Collections, the Grown-Up Child Star, the Woman of a Million Causes and the Art Collecting Conversation Controller.

Clicking on each character on the website reveals a full snarky bio. McCann even produced actual hardcover books of the field guide—which look really nice, but frankly are a bit of an eccentric way for a wealthy marketer to spend its millions.

Check out a few OOH executions below.

CREDITS

Client: New York Lottery

Agency: McCann NY

Eric Silver, North American Chief Creative Officer

Tom Murphy, Chief Creative Officer New York

Nathy Avriam, Chief Production Officer

Mat Bisher, Executive Creative Director

Grant Smith, Executive Creative Director

Grant Smith, Writer

Jillian Goger, Group Creative Director

Jillian Goger, Writer

Matt Swinburne, Creative Director

Raphael Milczarek, Creative Director

Raphael Milczarek, Art Director

Chauncey Hollingsworth, Senior Copywriter

Stephen Icardi, Art Director

Zoe Kessler, Art Director

Molly Wilkof, Copywriter

Deb Archambault, Senior Integrated Producer

Loly McIndoe, Senior Integrated Producer

Bryan Litman, Senior Integrated Producer

April Gallo, Senior Print Producer

Lauren LaValle, Group Account Director

Geordie Larratt-Smith, Account Supervisor

Rachel Heiss, Account Executive

Mike Medeiros, Executive Planning Director

Kenny Gold, Associate Director, Social

Caitlin Bishop, Digital Strategist

Gingerpic – Frames

Executive Creative Director: Fabiano Feijo

Producers: Ana Azambuja, Ali Lewis

Art Direction: Fabiano Feijo, Fabricio Moraes

3D Manager: Fabricio Moraes

Lead 3D Modelers: Fabricio Moraes, Guilherme Formenti, Gustavo Schinner

3D Shading and Texturing: Guilherme Formenti & Fabricio Moraes

Lead Concept Artists: Flavio Hoffe / Artur Rocha

Lead Photoshop Artists: Veronica Otero, José Feijó, Fabiano Feijó

Andrew Rae – Illustrator

B-Reel – Digital Field Guide

Managing Creative Director: Ben Hughes

Art Director: Mike Potter

Art Director: Marley Stellmann

Designer : Tom Kemper

Animator: Elaine Lee

Motion Designer: Po-Chen Chia

Technology Director: Eric Heaton