The New York Lottery has launched its new campaign titled “Can You Imagine?” that was developed alongside advertising partner McCann New York.
The campaign went live on 18 May and includes two 30-second clips filmed around New York.
The adverts focus on what people would do with their winning money, such as learning a new language, taking up fencing or figure skating, joining a circus or trying skydiving.
The adverts are available in both English and Spanish to reach as many locals as possible.
Brian O’Dwyer, New York State Gaming Commission Chair, said: “Every New York Lottery ticket represents a world of possibility.
“The chance for of-age New Yorkers to win life-changing money certainly lends itself to daydreaming, and this campaign captures that fun spirit.”
The “Can You Imagine?” tagline was created with other popular idioms used around New York, including “Hey, you never know…” and “All you need is a dollar and a dream.”
Britt Nolan, McCann North America Chief Creative Officer, said: “New York runs on the belief that anything can happen.
“This campaign is built around that moment right before you scratch a ticket or hear the winning numbers announced, when your imagination takes over and anything feels possible.
“It’s a feeling every New Yorker knows."
Last year, the New York Lottery contributed $3.6bn to benefit public schools in New York State through its sales.
As part of its commitment to responsible gambling, New York launched a 10-year research programme to examine gambling behaviour and identify gaps in support services, as policymakers respond to the rapid expansion of legal wagering across the state.
The adverts were directed by Tania Verduzco and Adrián Pérez, with photography by Todd Antony
