Fun campaign. With a new positioning line: ‘Definitely a Deaf Lottery winner’, there needed to be a new tv campaign. Deaf Lottery hadn’t played in this space for a long time. There was limited budget, understandably, being a worthy charity. What I loved about this concept is the observational aspect of this endless campaign. Most lotteries have the winner winning the typical. House behind the gold Coast. Gold bars. New Land cruiser and caravan. Deaf Lottery is different. The prize isn’t as big as their competitors. But every winner can spend their $800K on whatever they want.
Moe
This winner in the first tv ad, Moe, is shown clearly enjoying his winnings. An array of 4 great cars in his garage. Only thing he must decide on every day is which one he’ll take out. What’s extra special about the ad is the talent… and it’s not that I love being in front of the camera. Quite the opposite. But the director, Brendan Williams, remembered my moustache I grew one year and won the best grown mo in the agency back in the day for Movember. Anyway, seeing I was cheap, and it’s for a decent charity client… (plus I got to hoon around in a Lotus.)
I quit!
Second tvc was simple. How would most people honestly feel when they’ve won a lottery. Sure you imagine buying some cool things, and who to help, charities, etc. But honestly, this concept would be on most peoples’ minds...
It was on mine at the time. And funnily enough was the last ad I wrote in the agency.