New York Lottery Rolls Out New Campaign

So says a 2012 New York Lottery campaign running under the new tagline, “Yeah, that kind of rich,” created by the brand’s longtime agency, DDB New York. Timed to the increase in the price of Powerball tickets this month from $1 to $2, the integrated campaign focuses on doubled payouts rather than doubled costs by illustrating just how absurdly wealthy the game just might make you. “We were looking for something that made people get excited about the bigger jackpot opportunities,” said DDB New York’s chief creative officer Matt Eastwood.

Two of three TV spots—including one where Lauper sings (and shuts up) at the whims of a lady lounging on a couch in her living room—launched during the Golden Globes telecast. The third, starring a “poor” soul who struggles to find his Lotus among the other luxury cars in his garage, broke during the NFC championship game.

Recalling the “Hey, you never know” work for the brand, the new campaign includes radio, print, digital, mobile and out of home. New York Lottery spent some $35.5 million on media in the first three quarters of 2011, according to Kantar.