Who’s Steve?

Client: New York Lottery
Agency: DDB New York

There are a lot of bars in the state of New York, and from Brooklyn to Utica, it would cost a ridiculous amount of money to buy a round for however many patrons there’d be on any given night. But that’s what fictional Steve did. He gave a drink to everyone from the club dancer to the scarfed Bubbe, and everyone toasted to Steve even though nobody knew his identity. That’s what you can do when you win the lottery.

The minute-long spot ultimately drags a bit from relying on such a drawn-out punchline that cutting it in half would’ve been a good idea. However, “Toast” is another adequate ad for New York Lottery’s “Yeah, that kind of rich” slogan. The slogan is not be the cleverest or the simplest, but it lends itself to all kinds of silly plays on how lotto winners can spend their money. In the past, we’ve seen commercials about winners who paid for alien recreations and celebrity joke-writers.



Source: medibistro – http://bit.ly/KvftUY

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This entry was published on January 7, 2014 at 2:55 pm. It’s filed under TV and tagged , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

One thought on “Who’s Steve?

  1. Its like you read my mind! You seem to know a lot
    about this, like you wrote the book in it or something. I think that you can do with a few pics to drive the message home a little bit, but instead of that, this is great
    blog. An excellent read. I’ll certainly be back.

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