New York Lottery's Powerball



When New York Lottery's Powerball doubled it's starting jackpots from $20 million to $40 million, winners would be the kind of rich where money was no object. The Lottery needed a campaign to help inspire the imaginations of New Yorkers and drive ticket sales.

Instead of showing traditional "rich" scenarios (butlers, yachts, etc.), we wanted to show winners enjoying their usual passions, but in a much bigger way. This series of commercials uses a consistent structure throughout: a twist at the end reveals that a seemingly normal moment is actually an extraordinary one.

In this one, our winner backs out of the driveway of his massive property.




Associate Creative Director (Art)
Tony Bartolucci

Associate Creative Director (Copy)
Colin Lapin

DDB New York

Chief Creative Officer
Matt Eastwood

Executive Creative Director
Menno Kluin

Group Creative Director
Rich Sharp

Group Creative Director
Mike Sullivan

Steve Miller

Head of Production
Ed Zazzera

Executive Producer
Walter Brindak

Carla Tate

Production Company
Radical Media