New York State Lottery: If I Had A Million Dollars campaign

Ed Dinger

In October 2001 the New York State Lottery unveiled a new advertising campaign promoting its flagship Lotto game.

New York State Lottery: If I Had A Million Dollars campaign

Ed Dinger

OVERVIEW

In October 2001 the New York State Lottery unveiled a new advertising campaign promoting its flagship Lotto game. The campaign embodied a sense of fun and community and was embraced by the state's residents. The new television and radio spots featured everyday New Yorkers singing along with the bubbly pop song "If I Had a Million Dollars." The fact that the participants were consistently off-key only added to the charm of the spots. A second part of the campaign used real New Yorkers musing on camera...

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