This :30 opens on a dog lapping up soup that’s been spilled on the kitchen floor. Then the spot plays in reverse, taking us back in time to show us what led to this household mishap.
The canine walks backwards through a doggie door and disappears from view. The soup begins to ascend, eventually making its way back into a falling pot. The pot then returns to a woman’s hand, which brings it to simmer on a stovetop.
The action then moves forward to the point where the woman is about to drop the pot. In the background, we hear why—a man on the radio is reading numbers. We discover via a super that the woman, Amy Swanson, has won a $5 million Washington State Lottery jackpot. The date and time of her win also appear on screen.
An end tag contains the Lotto logo, accompanied by the question, "Who’s Next?"
"Soup" is part of a two-spot campaign in which reverse motion takes us back to that life-altering moment when a person discovers he or she has won the lottery. The second spot, "Newspaper," shows a newspaper being blown about a city street. The paper eventually returns to the hands of a man seated at an outdoor café. He sees his lotto numbers in the newspaper, and drops the pages in shock. Turns out he’s won $2 million.
The commercials were directed by David Slade of bicoastal RSA USA for Publicis Seattle. Fran McGivern was executive producer for RSA, with Jay Howard serving as producer. The DP was Joe Zizzo.
The Publicis creative ensemble consisted of executive creative director Kevin Kehoe, group creative director Rob Rich, art director Greg Wyatt, copywriter Joe Gerlitz and producer Jay Howard.
The campaign was edited by Johnna Turiano of Slice, Seattle. Online editor was Kevin Adams of Modern Digital, Seattle. Colorist was Dave Hussey of Company 3, Santa Monica, with Denise Brown as producer. Audio mixer was Vince Werner of Clatter & Din, Seattle.
Gus Koven and Jason Johnson of stimmüng, Santa Monica, served as sound designer and music composer, respectively.
