A new campaign for the California Lottery spends its time on dreamers and the little – or big – things people would do if they won the SuperLottoPlus game.
Created by David&Goliath – in collaboration with Horizon Media, Inc., Casanova//McCann, Time Advertising, Muse Communications and Alcone Marketing Group – the integrated campaign is based on the concept that California is a land of dreamers.
A 60-second cinematic spot, titled ‘May the Best Dream Win,’ depicts scenes of Californians realizing their dreams after winning with SuperLottoPlus, and it’s not the usual scenes of buying a yacht or rolling around in a pile of cash.
In one heartwarming scene, a woman is seen rescuing a dog from a kennel and driving to her ‘Tripod Ranch’ where the three-legged dog joins a pack of other tripod rescues. In another scene, a young man purchases a World War II-era motorcycle and sidecar and is seen taking his very impressed grandfather for a ride along the California coast. The spot shows that people who win use their money for things they’ve always wanted, and sometimes that can mean helping out their communities or bringing joy to others.
Individual 30-second spots will go into greater detail about each story and dreamer.
“At its core, this campaign is all about embracing a very simple truth, that Californians, by nature, are dreamers. It’s about captivating that spirit and reassuring them that whatever their dream is, this is the state of opportunity, where anything is possible. Because we all know, California is a state with a very distinct identity, one that has historically attracted some of the most prolific dreamers,” said David Angelo, founder and chairman of David&Goliath.
To bring the California dreams to life, the agency hired director Cole Webley, whose work has won many industry awards. The spot was narrated by actor, writer and producer James Van Der Beek.
The integrated, multilingual campaign employs many elements including TV, outdoor, print, digital, social and radio. In an effort to compete with the massive jackpots of national draw games, California Lottery is reminding people that SuperLottoPlus is California’s original lotto game, and for more than 30 years, it has inspired countless Californians to dream big.