The New York Lottery's Powerball Campaign Shows the Disgustingly Rich
Meghan Young — January 29, 2012 — Marketing
References: ddb & ibelieveinadv
From helicoptered grocery runs to personal roadways, the New York Lottery's Powerball ad campaign shows the potential wealth a person could have if he or she played this particular game. With the slogan, "Yeah, that kind of rich," it puts this lottery game on a whole other level.
Playfully conceived by New York-based ad agency DDB, the New York Lottery's Powerball ad campaign may be in line with other lottery marketing tactics, but instead of focusing on extreme adventures and typical lavish lifestyles, it takes it up a notch to show just how drastically lives can change in an instant. Photographed by Brad Harris with art direction by Tony Bartolucci, the scenes may seem ludicrous, but that is exactly what the winnings would be as well.
Playfully conceived by New York-based ad agency DDB, the New York Lottery's Powerball ad campaign may be in line with other lottery marketing tactics, but instead of focusing on extreme adventures and typical lavish lifestyles, it takes it up a notch to show just how drastically lives can change in an instant. Photographed by Brad Harris with art direction by Tony Bartolucci, the scenes may seem ludicrous, but that is exactly what the winnings would be as well.
Trend Themes
1. Extreme Wealth Advertising - The New York Lottery's Powerball campaign showcases the potential wealth that can be attained through playing the game, highlighting the allure of extreme wealth in advertising.
2. Lifestyle Transformation Marketing - The ad campaign emphasizes the drastic change in lifestyle that winning the lottery can bring, presenting a unique marketing strategy to entice potential players.
3. Outlandish Imagery Promotion - Using outlandish and ludicrous scenes, the Powerball ad campaign captures attention and creates a memorable impact, showcasing the power of bold and unconventional imagery in advertising.
Industry Implications
1. Lottery and Gaming - The Powerball ad campaign presents an opportunity for the lottery and gaming industry to tap into the aspirational desires of consumers and promote their games as a pathway to wealth.
2. Advertising and Marketing - The use of extreme wealth and lifestyle transformation in the Powerball campaign offers new possibilities for advertising and marketing professionals to create attention-grabbing and compelling messaging for their clients.
3. Photography and Art Direction - The visually striking Powerball ads photographed by Brad Harris and art directed by Tony Bartolucci showcase the importance of skillful photography and art direction in creating impactful and effective advertisements.
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