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Playing the X Series of Scratch-Offs from the New York Lottery gives people a chance to multiply their winnings.
So, to announce the return of this popular game the New York Lottery highlighted the unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things.
At the centre of the campaign is a :30 TV spot from McCann New York that brings the classic home inventor to present day, creating a timely character who has had a little too much time on his hands recently. Playing the X Series is the better way to multiply, but his above average mechanical inclination makes him less inclined to take the easy route. For him, it’s all about his homemade sci-fi contraption... The Multiplier.
Credits
powered by
- Agency McCann/New York
- Production Company m ss ng p eces
- Director Conor Byrne
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Credits
powered by
- Agency McCann/New York
- Production Company m ss ng p eces
- Director Conor Byrne
- Chief Creative Officer Thomas Murphy
- Chief Creative Officer Sean Bryan
- Chief Production Officer Nathy Aviram
- Executive Creative Director Mat Bisher
- Executive Music Producer Eric Johnson
- Executive Producer Cindi Blondell
- Group Creative Director Jason Ashlock
- Group Creative Director Dominick Baccollo
- Music Producer Dan Gross
- Senior Art Director Tim Min
- Senior Copywriter David Cappolino
- Senior Copywriter Randy Cantu
- Edit Company Cosmo Street/New York
- Editor Aaron Langley
- Producer Anne Lai
- VFX Company Ingenuity Studios
- Post Production Switch Post
- Colorist Tim Masick
- Audio Post Sonic Union
- Audio Mixer Steve Rosen
- Executive Creative Director Marco Antonio Meraz Munoz
- Line Producer Tyler Byrne
- DP Garrett Hardy Davis
Credits
powered by
- Agency McCann/New York
- Production Company m ss ng p eces
- Director Conor Byrne
- Chief Creative Officer Thomas Murphy
- Chief Creative Officer Sean Bryan
- Chief Production Officer Nathy Aviram
- Executive Creative Director Mat Bisher
- Executive Music Producer Eric Johnson
- Executive Producer Cindi Blondell
- Group Creative Director Jason Ashlock
- Group Creative Director Dominick Baccollo
- Music Producer Dan Gross
- Senior Art Director Tim Min
- Senior Copywriter David Cappolino
- Senior Copywriter Randy Cantu
- Edit Company Cosmo Street/New York
- Editor Aaron Langley
- Producer Anne Lai
- VFX Company Ingenuity Studios
- Post Production Switch Post
- Colorist Tim Masick
- Audio Post Sonic Union
- Audio Mixer Steve Rosen
- Executive Creative Director Marco Antonio Meraz Munoz
- Line Producer Tyler Byrne
- DP Garrett Hardy Davis
While the suburban garage has launched world-changing companies and ideas, The Multiplier is not one of those. Despite his wife’s best efforts to sway him towards the playing the X Series instead, he accidentally multiplies Purrfessor Bunsen, the family cat.
New York-based director, Conor Byrne, brought the spot to life through his keen eye for production design and cinematic storytelling.
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