“Luck be a lady tonight,” famously crooned the legendary Frank Sinatra. Fast forward to today and in that spirit the Lady Luck theme re-emerges in a California Lottery spot created by ad agency David&Goliath, El Segundo, Calif.
In this :30, Lady Luck takes the form of a lovely, somewhat mysterious woman dressed in black. We see her piloting a speedboat motoring across the Pacific Ocean. A quick shot of her hand on the controls reveals she’s wearing a gold ring on which is spelled “Lady Luck.” She turns her attention to an on-board monitor screen on which the image of a man appears.
The speedboat heads straight for the Santa Monica pier and we next see her walking towards its end, bringing luck to those playing each carnival game she passes along the way. Four contestants shooting a game of mini-basketball successful make shots seemingly in unison. They cannot believe what happened yet still are triumphant, the first harbinger of a recurrent theme.
Further down the pier, a woman of slight build is then seen bringing down a hammer with such force that it amazingly rings the bell to win a prize, setting off pyrotechnics against the backdrop of a night sky. People around her celebrate in disbelief.
Lady Luck then reaches her intended destination at the far reaches of the pier where a couple is seated on a bench, looking out onto the water. The guy, though, isn’t totally focused on the deep blue. Instead he is scratching a California Black Exclusive Scratchers ticket. The man is the same one who appeared on the speedboat’s digital screen.
Unbeknownst to the couple, Lady Luck is behind them, looking over the guy’s shoulder. She gently blows on the scratcher card, kicking up some magic dust and revealing a $1 million icon. Lady Luck walks off as the couple celebrates, still somewhat in disbelief that their ship has come in. A parting tag showing the Scratcher Tickets includes the slogan, “Luck will find you.”
Directed by feature filmmaker Todd Field of production house Smuggler, this spot is part of an integrated campaign in which Lady Luck will be brought to life in the real world.
Deploying an innovative real-time approach to augmented reality, Lady Luck was at press time slated to magically appear on-screen at LA Live in downtown Los Angeles, interacting with unsuspected bystanders. Using a combination of on-screen animations and real-world props, Lady Luck will entertain the crowd and eventually bestow a little luck on a select few.
