New York Lottery Celebrates a Foodie’s Dream with Mouthwatering New Ad

In the latest take on its 'How Would You Spend It?' campaign, New York Lottery has built on its concept of showing how one New Yorker would spend their time if they won a top prize with 'All the Foods'. The spot, from McCann New York, features a stripped-down acoustic rendition of 'Food Glorious Food' - originally made famous in the musical 'Oliver!' - performed on the ukulele.

Cash4Life is the only draw game from the New York Lottery that offers players a chance to win $1,000 a day for life, giving players an opportunity to dream about how they’d spend their days, not just their dollars, if they won. On July 1, 2019, the game will now draw every day, giving New Yorkers more chances to win $1,000 a day for life.

The cover version of 'Food Glorious Food' from the classic musical 'Oliver!' was re-recorded and composed by the music house Human and features a stripped-down acoustic version of the original song played on ukulele. Paired with the beautiful food cinematography, it acts as an emotional celebration of the heroine’s dream of eating all the foods. 'How-to' recipe videos were also created to accompany the spot so viewers can learn how to make the actual food dishes featured in the commercial. These recipe videos will be paired with the spot online in an interactive unit.

'All the Foods' will run from July 1, 2019 until August 25, 2019, and is being supported by radio, OOH, social print and point of sale materials. The TV spot will be featured across New York State broadcast TV, as well as in cinemas.