The California Lottery exhorts us to “Believe in Something Bigger” via dreamy, new campaign from David & Goliath.
April 4, 2013
Kind of digging the new California Lottery campaign from LA’s David & Goliath. Powerball is coming to the Sunshine State and to herald its arrival we are exhorted to “Believe in Something Bigger.” The anthem features a bazillion white lottery balls falling over iconic California places, like snow. Obviously, it never snows in Cali’s lower elevations so the imagery is amusing if not startling. An ethereal composition of “California Dreaming” accompanies the vignettes. Though it predates even me, I’ve always loved that song. A great anthem, if it’s going to be pimped by an advertiser the California Lottery is a fine choice.
As for the bazillion Ping-Pong balls snowing down on California, I only wish I hadn’t seen the trick before, in Sony’s much awarded Bravia commercial from a few years back. I know the creative team was aware of this famous commercial. However, in this age of iteration and emulation all is forgiven.
I can nitpick about the theme line as well: “Believe in Something Bigger.” Bigger than what -God? The copywriter probably wanted “Believe” but the word alone has also been used before in some very prominent campaigns, like this one:
Still, the sum is greater that the parts. If at first I wasn’t captivated the wonderful image of that man snatching the red Powerball made a believer out of me. He and the scene are delightful. I’m a fan.
People in and outside of our business might logically conclude that creating great commercials for something as dreamy as the lottery would be easy. After all, one need only dramatize the life-changing concept of winning scads of money. If we can’t sell that what can we sell? However, those people might not realize that state governments run lotteries. And with few exceptions, governments are lousy clients. Bureaucrats drive everything. That means meetings and more meetings. Approvals never come easy. Saying “no” is far safer. My God, it’s like presenting to the DMV.
Kudos David & Goliath for fine work. California’s Powerball has itself a nifty introduction.