Colle+McVoy created a new campaign for Minnesota State Lottery (MSL) Scratch Games that plays off of the anticipation of winning the lottery and puts drama in the limelight.
Six 30-second spots parody the sometimes humorous and melodramatic nature of soap operas by featuring larger-than-life characters interacting in overly dramatic ways in a convenience store. The various Scratch Games take on supporting roles as the unreal storylines build between the characters. A voice-over ends each spot with: “Add some drama to your day with Scratch Games from the Minnesota State Lottery.”
“During our research, we listened to scratch players talk about why they play and we often heard, ‘I like a little break in my day.’ That got us thinking that soaps offered a similar break or escape, plenty of fun and drama, as well as a lot of entertaining ways to make the product the hero,” said Dave Keepper, group creative director, Colle+McVoy.
In a spot called “Astronaut,” a dashing man dressed as an astronaut is reunited with his long, lost girlfriend at a convenience store when returning from a trip to the moon. After he buys new Scratch Games and hugs his girlfriend, she looks dubiously over his shoulder as if she’s not as happy to see him as we suspect.
“The spots capture the fun and excitement that people enjoy while playing Scratch Games,” said John Mellein, director for marketing, Minnesota State Lottery. “The creative is also fresh and surprising, two characteristics we always try to deliver with our games.”
