In January, the New York Lottery is dropping the new Xtreme Multiplier Series of Scratch-Off Games. And these are no ordinary single ticket Scratch-Offs. Each has the power to multiply winnings up to 100x. With a top prize of $5 million. So, to bring this to life, McCann New York and the New York Lottery found a fun and unique way to show how passionate our players are for these multiplier tickets and the lengths they will go to scratch them all. Because, that is a lot of power in one person’s hands. And sometimes that power can make us do weird things–as depicted in this “More Winnings Could Be In Your Hands” campaign.  

In this campaign spot, a man–much to his wife’s utter shock and dismay–decides to build a contraption of makeshift hands made from randomly scavenged household items so he can scratch multiple tickets at once. He fashions a B-movie style robot arm out of a blow-dryer, desk lamp, and confusingly, a cheese grater. One arm is haphazardly constructed from unwieldy scraps of wood. One looks like it’s somehow from the Industrial Revolution. And of course, there’s a tiny, delicate hand attached to a really long tweed arm, for all his detail work. Does it make sense? No. But neither did standing in a lightning storm with a kite, now did it? With the Xtreme Multiplier Series, you don’t need to go to these extreme lengths, because the winnings multiply themselves. Plus, you could just scratch them one at a time.  

This film was brought to life by the capable hands of MJZ director Vedran Rupic and the dexterous puppeteering of Legacy Effects. 

“There are so many new Xtreme Multiplier tickets, and chances to multiply your winnings; you might wish you had more hands to scratch them all,” said Shayne Millington, chief creative officer, McCann New York. “In our latest ad, our hero goes wild building a contraption with whatever he could find at home—robotic arms, wooden ones, and a tiny hand with a personality as big as your winnings. Because when it comes to multiplying your fun, we don’t just stop at the tickets; we go all in–or should we say, all ‘hand’ in.”

Credits

Client New York Lottery Agency McCann New York Shayne Millington, chief creative officer; Christina Rodriguez Reina, Pete Johnson, EVPs, global executive creative directors; Lucas Casao, Guilherme Racz, group creative directors; Lindsey Aquino, Haley Cole, creative directors; Tyler Neely, sr. producer; Laura Frank, EVP, executive strategy director; Emily Brown, SVP, group strategy director; Elise Rodriguez, associate strategy director; Kyla Jackson, strategist; Liz Larkin, social strategy director; Tommy Boyce, social strategist. Production Company MJZ Vedran Rupic, director; Eriks Krumins, exec producer; Jennifer Gee, head of production; Josh Porter, line producer; Aurora Hendrickson, production supervisor. Postproduction Mackcut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer; Alex Pinkett, producer; Joseph Miller, VFX artist. Color Rare Medium Mikey Rossiter, colorist; Heath Raymond, producer. Audio Revolve Paul Weiss, sound mixer; Bianca Muccia, Kelly Ondris, producers. VFX Legacy Effects

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