McCann Buenos Aires makes winning the lottery seem not that great in their creepy new spot for ZonaJobs, called “Lottery.”
The 1:19 ditty offers a surreal take on the winning the jackpot fantasy, positing that “before you can count all the zeros” people will be clambering for a piece of the pie. In the spot, these people are symbolically (and creepily) depicted as crows. “Lottery” does an admirable job of making falling into a lot of free cash seem unappealing, in a dark, twisted way. It succeeds at getting your attention and making you rethink some basic notions of what it means to be lucky, before finally revealing what “Lottery” is advertising with the line, “Lucky is doing what you love everyday,” followed by the ZonaJobs logo. The risk here, though, is that “Lottery” is so dark and twisted (blackmail and adultery even factor in) that people may be too uncomfortable to stick around that long, opting instead to flip channels or go to the kitchen for a snack.
“Lottery” marks McCann’s debut campaign for ZonaJobs, and includes graphical work in addition to the television spot. Chavo D’Emilio, general CD at McCann Buenos Aires, says that he hopes “Lottery” will “be the first of many more” for ZonaJobs, adding, “There are films that manage to bring together everything we like in advertising. It doesn’t happen very often but this is one of those films.” Credits after the jump. Read more