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In life, whoever has the most fun wins, according to Eisner Communications.
The Baltimore agency broke an image campaign for the Maryland Lottery last week on the season premieres of NBC’s Friends, Will & Grace and ER. Media spending was not disclosed; the account bills$10-15 million annually.
The work retains the lottery’s “Let yourself play” tagline, created by Eisner in 2000.
Positioning for the games revolves around the fact that most players are not going to win big, but that it’s still fun to play the lottery, said Eisner associate creative director and copywriter Craig Strydom.
“We want the spots to be unexpected but relevant to the lives of the players,” Strydom said.
To that end, Strydom and senior art director Mark Rosica created one 60- and three 30-second commercials.
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