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Creative

McCann NY and NY Lotto's New Campaign Reveals What Love and Spy Missions Have in Common

Directed by Speck and Gordon spot reminds consumers that the odds of winning Take 5 are much more likely

McCann NY and NY Lotto's New Campaign Reveals What Love and Spy Missions Have in Common

When Love at First Sight and Spy Missions Are Unlikely to Succeed, You Should “Go for the Win” with New York Lottery’s Take 5

In a quest to speak to all types of New Yorkers, the New York Lottery continues its Take 5 campaign launching two new spots from McCann—a full-blown musical, “Odds of Love,” and an epic spy caper, “Spy Mission.” Both spots flip popular entertainment genres on their head.

“Odds of Love” pulls inspiration from Broadway musicals to tell the story of a couple who fall in love at first sight, only to realize the odds of their relationship working out are not great. They decide to go their separate ways and play Take 5 instead, where they have much better odds.


“Spy Mission” subverts the archetypal espionage film to tell the surprisingly relatable story of a superspy whose mission is thwarted by her bumbling co-workers. As the stakes rise, it becomes apparent the team has a better chance of winning Take 5 than they do of accomplishing their mission.


Directed by Speck and Gordon, both spots pay tribute to the genres they parody by faithfully recreating them. A Broadway choreographer and musical theatre composer brought authenticity to “Odds of Love.” Meanwhile, Method Studios, the visual effects company behind the Avengers and Black Panther, was responsible for bringing the slick and stunning world of “Spy Mission” to life.

The campaign highlights Take 5’s winnability by reminding consumers that the odds of winning Take 5 are much more likely than the alternative. The campaign will run on OOH, digital, social, and radio channels with both :30 and :60 second spots.

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Client

Advertiser: NEw York Lottery

Project Manager: Courtney Snead

Creative Agency

Creative Agency: McCann New York

Copywriter: Jack Deligter

Art Director: Eric Aragon, Johan Leandersson (Senior)

Executive Creative Director: Mat Bisher & Dan Donovan

Chief Creative Officer: Eric Silver (North America), Sean Bryan & Tom Murphy (NY)

Executive Producer: Chance Bassett (VP)

Business Manager: Natalie Hernandez

Account Supervisor: Molly Vossler

Chief Production Officer: Nathy Aviram,

Assistant Account Executive: Ellery Gitkin

Music Producer: Eric David Johnson (SVP)

Music Business Affairs Manager: Sam Belkin

Creative director: Jason Ashlock & Dominick Baccollo, Ryan Paulson, Creative Director, Writer

Production Company

Production Company: Furlined

Executive Producer: David Thorne (Senior)

Director: Speck/Gordon

DOP: Edu Grau

Producer: Greg Schultz

Choreographer: Josh Rhodes

Offline

Edit Company: MackCut

Editor: Ian Mackenzie

Executive Producer: Gina Pagano

Post Production / VFX

VFX Supervisor: Angela Lupo (Creative Director)

Producer: Tsiliana Jolson (Senior Supervising)

Executive Producer: Angela Lupo

Telecine: Tom Poole @ Co3

Managing Director: Stuart Robinson

VFX Producer: Tsiliana Jolson

VFX: Method Studios NY

VFX Coordinator: Jared Levin

Flame Artist: Jared Pollack, Chelsea Pistone

Music

Music Company: JSM/Walker

Composer: Joe Iconis

Audio Post Production: Sonic Union

Audio Engineer: Christopher Keyes

Audio Mixer: Paul Weiss, Steve Rosen

Producer: Abbey Hendrix (Senior), Christopher Keyes (Associate)

Animation

Compositors: Scott Minter, Urosh Otashevich and Melissa Graff

CG Production: Brian Dinoto (Tracking)

Lead Lighting: Frank Grecco & Da Ki(CGI)

Lead Modelling: Brian Dinoto & David Derwin

Digital Production Company

Compositing Lead: David Piombino & Ryan Leonard (Senior)

CG Technical Director: Matt Kushner

CG Supervisor: Ivan Guerrero (Senior)