The Guard Brothers of production house Smuggler directed this spot which is a tug-at-the-heartstrings departure from the lottery advertising norm.
The spot centers on a quiet elderly man who works in a corporate mailroom. At quitting time, we follow his evening commute on a bus through town which is decorated with the trappings of the Xmas holiday.
Still, he’s alone during this time of family and friends as he makes his way to his apartment. On the door, though, he finds a golden envelope filled with California Lottery scratcher tickets left for him anonymously by his young neighbor.
She sees him open the envelope through her door peep viewfinder and smiles, underscoring the campaign tagline, “When you give, you win.”
Agency is David&Goliath.