Ad of the Day: NYC's Lotto Campaign

As a new NYC subway rider, I am still amused by the constantly changing subway ads inside the cars (better than looking at the smelly weirdoes around you.)

Last week, Ted pointed out this ad - one I had looked over and not paid much attention to for two reasons:

1. It's very plain/basic - I prefer wit.
2. It's for the lottery, something I can't risk the only dollar I have on.

While the ad did nothing for me, his liking for it amused me and I became interested in it. Who is their target? Why 'SWEET MILLION'?

The SWEET MILLION is the name of the lotto game where you have 'the best chance to win a million for just a buck.'

When I saw the commercials, I became more interested. The concept is simplicity. One dollar. Easy commitment. That's sweet.

Here's DDB's commercial correlating with the one-dollar-lotto.

To me, this ad seems to be a 4 in the morning, laughable idea pitched to the NYC Lotto people who happen to be 80 year old grandmas who love their cats and their grandchildren's pet chicks. WHO CAME UP WITH THIS?!

Yes, while gaining a million dollars would be sweet... I hardly associate it with pigs in pajamas. Maybe they are hinting that their commercial is just as realistic as people actually winning anything from their dollar investment... just a thought.

Anyways, the campaign DID make me look it up. Maybe just because advertising intrigues me, or maybe many people are looking further into this Sweet Million. If that's the case, then I think this is a brilliant campaign. Their site, while it carries on the absurd cutesy pet thing, is modern/ delivers a clear message and has 'legs.'

The mini-site features:

• The logo on the top left.
• The tagline next to kittens sitting atop a dreamlike cloud.
• The motto of the campaign under in green.
• Link to the NY Lotto mainpage in the balloon on the right.
• Info about it with the bunnies. Last week's numbers with the chicks. And an option to become a fan on facebook or share on a number of other Social Media sites with the pup.

The ABOUT section is dreamlike and possibly appeals to off their rocker people or drugged lunatics. I'll admit, it is amusing.

Please notice the rainbow, flying dolphins holding the banner, the plethora of domesticated farm animals and the kitty who glides across the screen for each option you choose on the bottom bar.

I don't understand HOW on earth the creative team got from A. One dollar lotto with million dollar prize and B. "Sweet million is sweeter than sweet. Which is sweet." to Crazy animal themes campaign and print ads with floating, almost border-less dollars BUT they did.

And they are doing it well - with the integration of a strong tagline, a microsite and social media.

(I apologize for the multiple lotto posts, however, it is interesting to note how mainstream the ads are becoming - how commercial. Now that we are in an economic recession, the lottery is appealing to more than just the middle of the country farmer bumpkins... it's for the urban subway riders and indebted Americans. So go buy your lotto tickets if you're into the whole Sweet Pet thing.)

What Were They Thinking?

I would blame some recent advertising blunders on the recession (people not thinking clearly with lack of job security) BUT the most recent What were they thinking? comes from BRAZIL with WWF and DDB.

Check out this print ad created for WWF by DDB Brazil:

The copy reads: ""The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it."

Really guys?  Are we going to compare disasters to make one more important?  Can't we help one group of people without belittling another?  I mean, attacking 9/11 loses many possible contributors... the tsunami may have hurt more lives, but that doesn't mean you can create such a tasteless image of another event and stir up memories for those still in pain? And really, are those people going to contribute to WWF now; I wouldn't.

Luckily, this ad that has recently surfaced was created by a creative team that DDB said in a statement on Wednesday that was "unexperienced" and "no longer with the agency."  They also mentioned that the ad  reflects the feelings of the organization or the agency.  Yeah, I wouldn't want the negative credit either.  I don't know how I feel about this modern world where a public statement can get you out of trouble... Bill Clinton anyone?  Australia?  

WWF claims their logo was used in an ad that no branch of their organization ever approved... guerilla ad art perhaps?  Let's hope and just be mad at the artists... they are used to outcastedness.  

DDB Brazil says that although they apologize for the ad, it was approved by WWF Brazil and did run.  It even won a merit award in the One Show.  There is an extremely more disturbing video version of the ad that comes a little too close to home that neither take responsibility for.   

Yes, the ad has legs, is buzzworthy - still talked about over a year later, and is impacting.  However, it is far too self-defacing to another tragedy and takes advantage of it.  The Tsunami was horrific and the WWF is a fantastic organization BUT the two should have never been linked in the effort to promote one or the other.  

I am a firm believer in creating an ad based on an innate human truth.  When a product/service is sold to a person because there is a place it fits in their life - rather than with fancy words or features, they need the brand and desire it. It rescues them from their lacking feeling in life.  This ad does nothing of the sort - it belittles in an effort to scare.  I don't know anyone who desires being humiliated and afraid.  

Good luck sorting this one out guys...    

*** UPDATE: BBD admits to creating the video version also and submitting it to Cannes.  Some speculate the ads are more award driven than produced in the client's best interest.