The New York Lottery Spotlights How New Yorkers Encounter the “Unbelievable”

The New York Lottery drops new Scratch-Off Games every month, but this spring, they’re releasing a $10,000,000 Cash ticket with eyebrow-raising winnings up to – you guessed it – $10,000,000. Who knew you could win that much from a mere Scratch-Off Game? McCann New York and the New York Lottery tapped into the so-true-it’s-funny reality that New Yorkers encounter the “unbelievable” on a daily basis: they’ve truly seen it all. So much so, these prizes might very well be the last thing left that can actually surprise a New Yorker.

From there, the campaign was born: “Nothing Surprises a New Yorker.” In each film, New Yorkers are unfazed by the chaos around them, except for prizes they could win with the new Scratch-Off Games. The campaign plays off of real truths about the craziness of New York. In “Bonkers,” two subway-goers are unfazed by the absurdity of a late-night subway, from Great Danes tucked into tote bags to wild train snacks, but they can’t look away from their Scratch-Off Game. In “Apartment,” one woman on the hunt for a new home is unsurprised by what passes as a desirable apartment in New York; the only thing she’s surprised by are her potential winnings. In “Road Non-Rage”, drivers are unimpressed by New Yorkers actually being nice in a traffic jam because they’re too surprised by their Scratch-Off Game.

The films were brought to life by comedy legend Steve Miller of Radical Media. The campaign is quick to follow McCann New York’s other work for the New York Lottery, including the award-winning 'Hands' spot, as well as Giving is in the Air for the holidays and award-winning 'Picture a Win' which used AI to help players picture their jackpot fantasies.

The “Nothing Surprises a New Yorker” work can be seen on TV, OLV, OOH, radio, print and in digital coverage across all of New York State, including a New York subway train wrap, Times Square display and Penn Station takeover.

Pete Johnson, EVP, executive global creative director said, “New York is a vibrant, electric, and often-mind bogglingly random place. Everyday we get hit with something unexpected, something strange, something amazing. It makes it hard to be surprised by anything really. Except for maybe how much you can win with the New York Lottery Scratch-Offs. Everyone is always surprised by that! We channelled that insight into our new work to celebrate just how oddly wonderful New York can be and always is.”