DDB, New York has launched a new spot for the New York Lottery Winning Numbers App. The spot features a worker in a doll factory who is unaware that he is a millionaire because he hasn’t checked his numbers on the app. Instead, he has the unsettling feeling the dolls are staring at him. The result is a wry spot with very dry and underplayed comedy.
SPW Credits
Client: New York Lottery; Agency: DDB New York; Chief Creative Officer: Matt Eastwood; Group Creative Director: Rich Sharp; Group Creative Director: Mike Sullivan; Art Director: Tony Bartolucci; Copywriter: Colin Lapin; Head of Production: Ed Zazzera; Executive Producer: Walter Brindak; Business Manager: Kelly McCann; Group Account Director: Leo Mamorsky; Management Supervisor: Kelly Gorsky; Account Supervisor: Heather Olson; Account Executive: Kemi Adewumi; Account Executive: Tarina Hesaltine; Production company: The Colony; Executive Producer: Angela Bowen; Director: David Gaddie; Producer: Zac Zimmerman; Director of Photography: William Rexer II; Editor: John Piccolo @ Fluid; VFX: Afterparty; VFX; Supervisor / CG Lead: Ilias Saliba; VFX Supervisor: Nick Crist; Design Director: Jordan Lister; Color Correction: Les Rudge @ Nice Shoes.
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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