Winning the lottery isn’t all it’s cracked up to be. One must make numerous adjustments. New responsibilities go with the wealth.
One of those is to walk the walk and talk the talk: You have to "speak millionaire."
This :30 for the Oregon Lottery opens on long shot of a pickup truck driving down a country road at dawn. Cut to a close-up the lone driver in the cab. "My ascot is too tight," he painstakingly declares. "My ascot is too tight," he repeats.
The camera reveals a brochure titled "How to Speak Millionaire," sitting among some audio cassettes on the front seat.
The driver continues his self-help lesson, as a stately voice on the cassette informs, "We’ll be summering at the Buffingtons’."
The trucker faithfully repeats, "We’ll be summering at the Buffingtons’."
The cassette voice continues, "Winthorpe, the water in my bidet is a tad chilly."
As the truck moves away from camera, we hear the driver trying to duplicate the audio tape’s perfect diction as he reiterates the bidet command to Winthorpe.
This time we cut to the Oregon Lottery Megabucks logo, and a super and voiceover informing us that there’s a new Monday drawing.
The spot ends with a final long shot, of the truck heading off into the sunrise. Faintly we hear the driver ask himself, "What’s a bidet?"
Marc Greenfield directed and shot the commercial via Portland, Ore.-based Food Chain Films for Portland agency Moffatt/Rosenthal. (Greenfield is represented nationally through Santa Monica-based Stiefel+Company.)
The Moffatt/Rosenthal creative team consisted of creative director Rob Rosenthal, art director Marc Sobier, copywriter Hart Rusen and producer Gina Bevilacqua.
For Food Chain Films, David Cress executive produced and Brad Goldthwaite was the producer.
Kelly McClean and Michael Nicholas of DownStream Digital, Portland, served as offline editor and Henry artist/online editor, respectively. Colorist was Downstream’s Jim Barrett. Audio engineer was Rick Waritz of DownStream Sound, Portland.
