New York Lottery's Powerball: Helicopter

Advertising Agency: DDB, New York, USA
Chief Creative Officer: Matt Eastwood
Executive Creative Director: Menno Kluin
Group Creative Directors: Rich Sharp, Mike Sullivan
Copywriter: Colin Lapin
Art Director: Tony Bartolucci
Designer: Juan Carlos Pagan
Account Director: Leo Mamorsky
Photographer: Brad Harris
Retouching: theimageclinic.com, John Cason
Producer: Christie Dwyer
Art Buyer: Jane Piampiano
Project Manager: Julie Evcimen

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27 comments

Ramat Ajala's picture
Ramat Ajala
622 pencils

Great campaign and wonderful line.

somecopywriter's picture
somecopywriter
1101 pencils

Great insight. Even better copy. Nice stuff.

Nike Diesel's picture
Nike Diesel
13339 pencils

There's no real insight here. Just a couple of lame jokes.

Billoughsby's picture
Billoughsby
5091 pencils

+10

That's the concisely-stated truth.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

somecopywriter's picture
somecopywriter
1101 pencils

Insight:
People spend most of their time thinking about what they would do with the money. A good way to sell lottery tickets is to show their dreams come to life through a visual metaphor. Nice and simple. Not genius. But what is?

Nike Diesel's picture
Nike Diesel
13339 pencils

So check this one out then:
http://www.coloribus.com/adsarchive/tv-commercials/lottery-old-peoples... - Film Lions 2006 Silver Lion
Talk about dreams, and what someone can do with their money ;)

Hadrons's picture
Hadrons
5743 pencils

I don't know about that. yet. Maybe I'm just jealous.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

gadgets's picture
gadgets
1063 pencils

this is the best of all three.

Billoughsby's picture
Billoughsby
5091 pencils

How about
all-type ads
telling how
millionaires
build helis
out of legos,
fly to egypt,
fight crocodiles
and despots,
bare-fisted?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Hadrons's picture
Hadrons
5743 pencils

you forgot with both hands tied behind their back.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Billoughsby's picture
Billoughsby
5091 pencils

I was getting to that -- the second ad

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Hadrons's picture
Hadrons
5743 pencils

I kinda like your southern accent when you said "dang!"

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Billoughsby's picture
Billoughsby
5091 pencils

Lacked the confidence to stay with "dang!" >> round 2 change

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

somecopywriter's picture
somecopywriter
1101 pencils

Can I add some cupids with hangers for bows?

Billoughsby's picture
Billoughsby
5091 pencils

No. But if you want to add a hunching gamer or two, I think there's a good number of people here who will defend you.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

talkingisfree's picture
talkingisfree
2585 pencils

I don't like it. Photos are quite lame and there is not insight here. Don't believe that exageration will convince more people to buy lottery, this is just some kind of easy joke. Kluin can do much better, come on.

sambuca's picture
sambuca
1066 pencils

ok, when I am that kind of rich. I don't go with my children to the supermarket by myself. I let someone go.
there are 1000 of other destinations I would go to with an heli.

mr.x's picture
mr.x
952 pencils

yeah but then the idea would've been completely different...the contrast between luxury and everyday work would've been lost, don't you agree?

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

good ad

mr.x's picture
mr.x
952 pencils

Good idea. Even though it does't take a lot to come up with this idea for this product. Good copy. But I'm not liking the visual... looks like the photo has been taken with a digital cam.

jponino's picture
jponino
601 pencils

i'm not very convinced by this campaign.... probably because they did that, like, 6 year ago about french lottery (named LOTTO at this moment, and now called EUROMILLION )
so that is probably the reason why i feel this campaign weak, or at least not of DDB's level

Roger Keynes's picture
Roger Keynes
5498 pencils

Okay, but... doesn't beat NZ 'more money than you know what to do with' campaign from a year or two back.
And no offence to DDB's Aussie ECD ;)

Will Think for Salary

okoriejackel's picture
okoriejackel
15 pencils

nice add

my4a4oc's picture
my4a4oc
2 pencils

Been done for russian lottery Gosloto about two years ago.
Here's link for prints and video:
http://rutube.ru/tracks/1733880.html — video
http://payload.cargocollective.com/1/1/62666/974004/b8_2.jpg

But the headline says: "Everyone has a chance"

iambusy's picture
iambusy
2219 pencils

nice

busy.

Darrin's picture
Darrin
2 pencils

Any suggestions on how I might get my far superior NY Lottery concept to be given consideration by DDB?

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