In a city where the extraordinary is just another Tuesday, the New York Lottery has found possibly the last frontier of surprise for its inhabitants: a Scratch-Off Game with winnings up to a staggering $10,000,000. This spring, the introduction of the $10,000,000 Cash ticket has turned heads, not an easy feat in a place like New York. Developed by McCann New York, the campaign titled “Nothing Surprises a New Yorker” taps into the quintessential New York experience of daily encounters with the unbelievable, suggesting that mammoth lottery winnings might just be the wonder that makes a New Yorker pause.
The campaign narrative unfolds across several films showcasing typical New York scenes—each with a twist. From subway riders indifferent to the bizarre to apartment hunters unphased by the city's unique living arrangements, New Yorkers are portrayed as having seen it all. That is, until they scratch off a lottery ticket with potential winnings big enough to disrupt their unshakeable composure.
Comedy legend Steve Miller of Radical Media directed the films, continuing the New York Lottery's tradition of engaging and humorous advertising. The campaign follows other notable works by McCann New York for the New York Lottery, such as the award-winning 'Hands' spot and 'Picture a Win', which creatively utilized AI to bring jackpot fantasies to life.
The “Nothing Surprises a New Yorker” campaign is being disseminated through a variety of channels, including TV, online video, out-of-home advertising, radio, print, and digital platforms. Highlights include a New York subway train wrap, a Times Square display, and a Penn Station takeover, ensuring that the message reaches New Yorkers in every corner of the state.
Pete Johnson, EVP, executive global creative director at McCann, remarked on the campaign's inception, “New York is a vibrant, electric, and often mind-bogglingly random place. Everyday we get hit with something unexpected, something strange, something amazing. It makes it hard to be surprised by anything really. Except for maybe how much you can win with the New York Lottery Scratch-Offs. Everyone is always surprised by that!” This campaign celebrates the wonderfully odd and unpredictable essence of New York, offering a rare moment of astonishment for its jaded inhabitants.
In a world where the daily grind can make even the extraordinary seem mundane, the New York Lottery's latest campaign reminds us that sometimes, surprise and delight can come from the most unexpected places—even a Scratch-Off ticket.
