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Lotto ads are a weird genre. They say as much about a culture and its dreams as they do about the agency making them.
Leo Burnett Madrid’s Spanish lottery ad from 2016 emphasized community over money, a common theme for the Spanish lotto because small villages, enterprises and other groups often pool around the same number for the holidays. McCann’s 2015 ad for the New York Lottery had one simple message: You’d probably be a better rich person than most New Yorkers.
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