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

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 Developer: Lucas Dupin Director of Production: Myke Gerstein Senior Producer: Ryan Leong O Positive – TV Director: Jim Jenkins Executive Producer: Ralph Laucella Producer: Marc Grill Production Manager: Brynn Maguire Mackenzie Cutler – Post TV Editor: Ian Mackenzie Assistant Editor: Mike Leuis Executive Producer: Sasha Hirschfield Pomann Sound – Radio Mixer/Sound Designer: Justin Kaupp

Brand Marketing

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

Tim Nudd

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Tim Nudd