New York Lottery (NYL) launched its latest Scratch-off Game campaign in support of the game “Pay Me!”, created by DDB New York. The program consists of a television spot titled “Cloned” and three out-of-home ads. The tagline “Get An Extra Payday Without the Extra Job” drives home the idea that you don’t have to work more than one job to have more than one payday — you can simply play Pay Me!, which has 12 chances to win up to $1 million.
In each OOH ad, animated characters assume two careers for financial gain. For example, a dentist who is also a tattoo artist, an ice cream man who is also an EMT, and a funeral director who doubles as a magician. Each ad is running in various units in NYC, such as commuter/subway lines, bus shelters and phone kiosks.
“Cloned” is the :30 TV spot that depicts two office buddies conversing as one reveals he has cloned their boss in order to receive a second paycheck. The plan soon backfires and the scheming buddies find themselves in a worse situation than when they started – with two bosses each giving them piles of work.
You can watch the TV spot here.