Best Idea We’ve Heard All Week: California Lottery Heartfelt Commercial
‘Tis the season for giving, and it’s not uncommon for some of us to give out a few scratch-offs to close friends and family. But let’s go beyond the holidays. If you were advertising for the lottery, what ad would you create to keep people playing? The answer: Make it personal.
AdPulp points out that a new California Lottery commercial does just that by celebrating the act of giving. The commercial’s tagline is: “When you give, you win.” The idea is that of course everyone wants to win the lottery, but by giving a few scratch-offs to some near and dear, you’re the real winner. It really does put a good-natured spin on, well, a form of gambling.
The commercial is a reminder to be kind and to pick up a lottery ticket the next time you’re out. Everyone loves to win. By reinforcing that idea of winning (simply by gifting a lottery ticket) with an act of kindness makes for some damn good advertising. Remember the next time you give your parents a few of their favorite scratch-offs on their birthday, there just may be two winners. Though the clip is just thirty seconds long, it does have a way of giving you the warm fuzzies before the credits roll.
Watch the video and read more analysis here at AdPulp.
Michael is the Editor-in-Chief of New Jersey Digest and Creative Director at X Factor Media. A Bergen County native, he discovered his passion for storytelling while studying at Montclair State University. In addition to his work in journalism and media, Michael is an avid fiction writer. Outside the office, he enjoys kayaking, a bold glass of Nebbiolo, and the fine art of over-editing.