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Helicopter

Campaign
Agency Network: 
Published/Aired: 
January 2012

Description

Print advertisement created by DDB, United States for New York Lottery, within the category: Gaming.

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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Ramat Ajala's picture

Great campaign and wonderful line.

Ramat Ajala
Activity Score 796
somecopywriter's picture

Great insight. Even better copy. Nice stuff.

somecopywriter
Activity Score 1113
Copywriter at Boomtown
Nike Diesel's picture

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

Nike Diesel
Activity Score 13630
Art Director
Billoughsby's picture

+10

That's the concisely-stated truth.

Billoughsby
Activity Score 5150
Art Director |

That's it.

somecopywriter's picture

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?

somecopywriter
Activity Score 1113
Copywriter at Boomtown
Nike Diesel's picture

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 ;)

Nike Diesel
Activity Score 13630
Art Director
Hadrons's picture

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

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

gadgets's picture

this is the best of all three.

gadgets
Activity Score 1063
joelapompe's picture
joelapompe
Activity Score 3861
Billoughsby's picture

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

Billoughsby
Activity Score 5150
Art Director |

That's it.

Hadrons's picture

you forgot with both hands tied behind their back.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Billoughsby's picture

I was getting to that -- the second ad

Billoughsby
Activity Score 5150
Art Director |

That's it.

Hadrons's picture

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

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Billoughsby's picture

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

Billoughsby
Activity Score 5150
Art Director |

That's it.

somecopywriter's picture

Can I add some cupids with hangers for bows?

somecopywriter
Activity Score 1113
Copywriter at Boomtown
Billoughsby's picture

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.

Billoughsby
Activity Score 5150
Art Director |

That's it.

talkingisfree's picture

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.

talkingisfree
Activity Score 2712
Art Director
sambuca's picture

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.

sambuca
Activity Score 1066
Art Director at tolingo GmbH
mr.x's picture

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?

mr.x
Activity Score 998
Forsbergs Skola
MicheleVirgilio's picture

good ad

MicheleVirgilio
Activity Score 2617
mr.x's picture

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.

mr.x
Activity Score 998
Forsbergs Skola
jponino's picture

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

jponino
Activity Score 601
Copywriter at ISCOM, copywriter and art director
Roger Keynes's picture

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 ;)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

okoriejackel's picture

nice add

okoriejackel
Activity Score 15
Art Director at DDB Lagos, Nigeria
my4a4oc's picture

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"

my4a4oc
Activity Score 2
Art Director at Miami Ad School
iambusy's picture

nice

iambusy
Activity Score 2219
Copywriter |

busy.

Darrin's picture

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

Darrin
Activity Score 2
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