Things Get 'Grande' in McCann New York's Musical Spot for New York Lottery

This September, the New York Lottery will be dropping GRANDE, two new Scratch-Off Games with up to $3,000,000 in cash prizes. As if that wasn’t grande enough, the New York Lottery also partnered with Billboard to offer the ultimate second chance prize: players can enter their non-winning tickets into a second chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami. The prize includes a three-night stay with flights and hotels included, exclusive access to the award show, private concerts, cash prizes, free swag and more.

The new games were designed by McCann Design, inspired by the colourful storefronts of New York bodegas. To get New Yorkers hyped about the chance to win millions in cash or to meet their favourite artists on the red carpet, McCann New York set out to prove just how grande these prizes are. To crank up the excitement, they’re dropping an original Latin track of their own: Sounds Grande. Artists sing about the VIP lifestyle all the time, but this is the first song that could help people live it.

The music video centres on a cashier who launches into a performance of the song after an unassuming customer asks about what makes the tickets so 'grande.' What follows is a Miami VIP-inspired fever dream, as our cashier fantasizes about the prizes. Featuring: a beat-bumping cat, exploding snacks, singing tattoos, and a bodega that magically transports our hero across state lines.

“We turned the classic NY bodega into a stage where dreams take centre stage with the New York Lottery’s Grande Scratch-Off Games. By mixing everyday vibes with a splash of Latin music flair, we’re letting players feel that ‘grande’ excitement with every scratch." said Pete Johnson, EVP, executive global creative director.

The film was brought to life by award-winning music video director Christian Breslauer of London Alley. 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 the Nothing Surprises a New Yorker campaign which played off of New Yorkers not being fazed by anything but the surprising prizes of the latest Scratch-Off Games.

The 'Sounds Grande' work can be seen on TV, OLV, OOH, radio, social, print and in digital coverage across all of New York State.