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.