Agency Network: 
October 2007

Print advertisment created by JWT, Chile for Loto, within the category: Gaming.

Your car will be the envy of the neighborhood.
Loto. Fulfilling what advertising has always promised.

Advertising Agency: JWT, Santiago, Chile
Creative Directors: Matias Lecaros
Art Directors / Copywriters: Matias Lecaros, Tomás Neely
Illustrator: Abel

Comments (6)

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Highest Rated

Dick Huges's picture
Dick Huges
Activity Score 937

ok, this is awesome.

elitistjerk's picture
Activity Score 54

For Chile this must be relevant in terms of promise but it's a bit straightforward. The insight is not bad (if you think of the majority of people living there that would play Loto) but the creative idea lacks. It tells me something a bit too obvious as I know what Loto is and does anywhere in the World but probably for the simpletons this is the promise of a lifetime.

j4son's picture
Activity Score 266

True, any comment on the art..

Lecter Lecaros's picture
Lecter Lecaros
Activity Score 564

I think you didn't get the idea.

The idea is that Loto fulfills the promises of advertising since it's begginings. I think that is pretty clear in the ad.

rebelscum's picture
Activity Score 2110

I find the message clear, but it's so incredibly straightforward that I was trying to find a hook where none existed. In fact, I thought it was an ad for a lottery...until I realized that no, it's ACTUALLY for Car Wax. (right?)

If that's not the case then I'm way lost.

As for the art...meh...better than I could do :) That said, I don't think it quite captures the Victorian/Art Deco look & feel. It's not aged, not distressed, not "poorly printed", if you get my meaning.

It's a big-agency client ad :)

That's my 2¢, anyway :)

EDIT: OK, i see now in the title of the piece that it IS an ad for a lottery :) I R DUM. That makes even less sense to me. I don't see a connection with winning the lottery and a bygone era. The headline, however, works nicely for a lottery :)


"I saw a subliminal ad executive once, but only for a second." - The Wright


I have thousands of pencils and $1.50 so I'm off to Starbucks

campass's picture
Activity Score 120

i'm european, and i dont know how people really lives there... (chile) but probably for the target, lower middle class in term of earn money... (could be almost all of the population), a chance of a winning lottery can really change a lifestyle of family winner. So the promise of a better life is not a false promise. In my point the whole campaign it works very well and it's well executed.

Good job.

Dick Huges's picture
Dick Huges
Activity Score 937

ok, this is awesome.