Virginia Lottery's cheerful new spot celebrates life’s everyday wins

The Virginia Lottery is celebrating the little wins in life with a cheerful new campaign from Yebo and Strike Anywhere.

Directed by Great Guns’ Erica Eng, the 30-second spot offers viewers a glimpse into the lives of various Virginia Lottery players as they discover they’ve become lucky scratch card winners. These joyful moments are intercut with snapshots of their everyday lives, from grabbing lunch at a food truck, playing poker with friends, and dancing with loved ones. Reflecting Virginia Lottery's motto of Everyday Wins, the vignettes celebrate life’s small but meaningful victories.

Shot in Richmond, Virginia, the crew used real people for the shoot, searching for those who understood or participated in the ‘scratcher culture’. In doing so, they showcased the diverse ways in which people can enjoy scratch cards, whether this is on their own as a morning ritual, or with others during a family game night.

Director Erica Eng comments: “Working with the Yebo team for Virginia  Lottery was such a blast! From the moment we had our first call, I knew it was going to be a fun shoot. We filmed in a couple of locations around Richmond, VA with the most amazing local cast and crew. Our shoot really shows how strong the filmmaking community is in Virginia.”