This New York Lottery spot takes us to medieval times as a small band of warriors learns that they will be going up against a well-armed force of 200,000 to 300,000 fighters.
One of the over-matched men flees immediately upon hearing the news. The leader of the remaining group then goes over their options. They can fight or they can instead take leave and play the New York Lottery’s Take 5 game where they have a 1 in 9 chance of winning.
Given the odds, they exit for Lotto time.
Tom Kuntz of MJZ directed “Medieval” for McCann New York. The spot starts out as a dramatic cinema style scene, a misdirect that gives way to comedy that allows our band of merry men to escape a dire situation.
Credits
Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, chief creative officers, NY; Mat Bisher, Dan Donovan, executive creative directors; Jason Ashlock, Dominick Baccollo, creative directors; Johan Leandersson, sr. art director; Andy Sciamanna, sr. copywriter; Nathy Aviram, chief production officer; Tamara Lecker, sr. producer; Eric Johnson, SVP, executive music producer; Dan Gross, music producer; Laura Frank, VP strategy director. Production MJZ Tom Kuntz, director; David Zander, president; Eriks Krumins, sr. executive producer. Editorial Rock Paper Scissors Carlos Arias, editor; Eve Kornblum, executive producer; Maria Lee, assistant editor; Taylor Colbert, producer. Conform, VFX EightVFX Music Cavalry Audio Post Heard City Telecine Company 3
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
