Cashman Casts P.I. in Lottery Ads

BOSTON Cashman & Katz has launched a film-noir-style campaign supporting the Connecticut Lottery’s “Mystery Money” game.

Filmed in black-and-white, a 30-second commercial called “Clues” follows the exploits of Buck Dinero, a 1940s private eye who lives to solve mysteries and play the lottery’s newest scratch game. The gumshoe has his own catchphrase: “Just lucky, I guess.”

“While planning out the spot, the director and I came up with the name ‘absurd noir’ to describe how we wanted to marry the dramatic look and feel of the ’40s with comedy,” said Lew Cohn, who served as creative director on the campaign.

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