Enjoyably silly new ad for the New York Lottery from McCann

A man goes to excessive lengths to prepare to play in the lottery’s new Xtreme Multiplier series of scratch games in this comedic spot

New York Lottery

The idea behind the ad is simple: the new series of tickets offer more ways to multiple your winnings, meaning you ideally need more hands to scratch them all.

Enter one player’s DIY attempt to achieve just that, by giving himself a number of makeshift robot arms created via a mix of household items, including a hairdryer, a lamp, and a cheese grater.

The ad’s charm lies in the man’s frank but funny interactions with his wife, the skills of director Vedran Rupic, and the puppetry by Legacy Effects. The campaign will run on TV, OOH, radio and social across New York State.

Agency: McCann New York
CCO: Shayne Millington
ECDs: Cristina Rodriguez Reina, Pete Johnson
Creative Directors: Lucas Caseo, Guilherme Racz, Lindsey Aquino, Haley Cole
Production Company: MJZ
Director: Vedran Rupic