New York Lottery Invents a Better Way to Multiply in New Campaign

Playing the X Series of Scratch-Offs from the New York Lottery gives people a chance to multiply their winnings. So, to announce the return of this popular game, McCann New York highlighted the unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things.

At the centre of the campaign is a :30 TV spot that brings the classic home inventor to present day, creating a timely character who has had a little too much time on his hands recently. Playing the X Series is the better way to multiply, but his above average mechanical inclination makes him less inclined to take the easy route. For him, it’s all about his homemade sci-fi contraption - The Multiplier.

While the suburban garage has launched world-changing companies and ideas, The Multiplier is not one of those. Despite his wife’s best efforts to sway him towards the playing the X Series instead, he accidentally multiplies Purrfessor Bunsen, the family cat.

New York-based director, Conor Byrne, brought the spot to life through his keen eye for production design and cinematic storytelling.

The campaign will be carried across TV, radio, OOH, print, social and other digital executions beginning today.