The long-time lottery mantra, “You Gotta be in to Win,” is taking on new meaning in a fresh campaign that pans the ultra-rich.
The New York Lottery and McCann New York have partnered to push the state’s lottery into the forefront and elbow out higher, more tempting payout lotteries like the $100 million multi-state Powerball and Mega Millions games.
To make New York’s $3 million jackpots more enticing, this humorous campaign, “You’d Make a Way Better Rich Person,” released Monday, pokes big-time fun at the rich. In one spot, a man soaks in a tub filled with wine, while complaining to his butler that a piece of cork is floating nearby.
McCann does a great job of making its point that the common man would make a much better rich person that the snobby ultra-rich. It created a website on Facebook for the NY Lottery campaign that already has more than 167,000 likes. You can watch some of the videos on the site or this one posted on YouTube that shows a man who buys gold staples.
The article also talks about other brands that have used wealth inequity in advertising, including Sprint and Cadillac.