Instant Kiwi scratchie cards launches new ‘push your luck’ campaign via DDB New Zealand
DDB NZ has launched a new campaign for Instant Kiwi scratchie cards.
For more than twenty years Instant Kiwi scratchie cards have been injecting a little bit of excitement into Kiwis’ lives. And the new ‘It pays to push your luck’ campaign, from DDB NZ, is no different.
Brought to life by a spontaneous and cheeky central character, we watch as he is unleashed on the unsuspecting public and proceeds to push his luck in a number of audacious scenarios in the hope that it could all fall his way.
Starring stand-up comedian Jesse Griffin and directed by The Sweet Shop’s Stuart McDonald (director of Summer Heights High), the campaign is made up of 21 pieces of unique content that will be released online and broadcast on network television.
The first scenario entitled ‘Garage Sale,’ which goes to air on June 9th, sees Jesse trying to flog prepaid alibis, superhero undies, mismatched skates and air guitars.
The following two scenarios see him auditioning performers for his eight-year old niece’s birthday party and pushing his luck in a department store.
DDB Group NZ executive creative director Andy Fackrell says he’s confident the campaign will be a huge success and he’s extremely proud of the finished work.
Says Fackrell: “The campaign is fresh and brave and without equal in this market. It’s a great idea, beautifully executed and I have every faith it’s going to have great cut through with the target because it’s so damn funny.”
Agency: DDB Group New Zealand
Client: New Zealand Lotteries
Product: Instant Kiwi
Group Executive Creative Director: Andy Fackrell
Group Executive Creative Director: Toby Talbot
Creative Director: Steve Kane
Art Director/copywriter: Jonathan McMahon
Art Director/copywriter: Lisa Fedyszyn
Designer: Toby Morris
Executive Producer: Judy Thompson
Agency Producer: Jane Mill
Agency Producer: Rosie Grayson
Agency Producer: Tania Jeram
Production Company: The Sweet Shop
Director: Stuart McDonald
Producer: Ben Dailey
Executive Producer: George MacKenzie
Executive Producer: Fiona King
DoP: Crighton Bone
Editor: Peter Sciberras @ the Butchery
Assistant Editor: Michael Lutman @ the Butchery
Visual Effects Artist: Eugene Richards@ The Refinery
Colourist: Vincent Taylor @ The Refinery
Sound Design: Jon Cooper @ The Coopers of Franklin Road,
Sound Design: Craig Conway @ Final Sound.
Animation: Tony Leslie @ Waxeye.
Animation: Paul Carter @ Waxeye.
Group Business Director: Angela Watson
Group Business Director: Aimee McCammon
Account Director: Jenny Travers
Account Manager: Peter Jiang
Planner: Thinza Mon
Chief Executive: Wayne Pickup
Chief Financial Officer: Warren Sailsbury
Head of Marketing: Wendy Rayner
Marketing Manager: Kirsty Phillips
Brand Manager: John Alexander
Media Director: Nicky Greville
Media Manager: Abby Ireton
Digital Media Manager: Mike Harland
Digital Planner/Buyer: Brendan Hewitt
Campaign Manager: Gareth Treacher
20 Comments
Feels like something is missing to me.
Not funny.
The ads, and the strategy, are really good. Great effort, really like them, and made me laugh. Top marks.
I like them. The dude is great and the alibi scenario is really funny.
Alibi one funny
Nice idea but suspect execution…
For a funny ad it’s lacking in humour
It’s good, but I’ve seen funnier booklets come out of DDB.
Smart, funny stuff, especially Alibi. Really like the way the executions link together in YouTube.
Loved them.
Smart, witty, funny. Yes. But a great sad and shitty gag and tag ad. Lazy advertising. At least the last ‘garage sale’ idea out of DDB – for Mcers was it – had a premise that was relevant to the idea. It pays to push your luck? Nothing at all to do with instant scratchies and a very scary ‘let on’ to the idiot gambling public that when you buy a scratchy you are indeed pushing your luck! How did that get out of the agency? Please don’t teach out new crop of creatives this gag and tag shit at ad school. Thank you.
I like them but don’t get the end line
just doesn’t fit with the campaign.
so good as skits, but as advertising to buy lotto tickets ….they suck.
They’re funny ads, and as for the people looking for the connection to buying scratchies, I reckon those ads are still to come as part of this campaign.
these are just for your enjoyment. so go do that.
Some of them are pretty funny, some not so much. I really like the style of them but I think it misses the point of Lotto tickets a bit. Alibi is the best.
Mr. “i like them [June 11, 2012 3:36 PM]: Wow! Obviously you’re from DDB… the fact that you guys have a client who can spend big bucks to do a campaign ‘just for our enjoyment’ is great… But rather split the money up and give everyone who buys a sad scratchie a free movie ticket or something – that would be real entertainment. We don’t need you to entertain us mate. And what a proud bunch of clients you all must be to put your names down on ‘a piece of entertainment’… Great working for Lotto isn’t it?
Fresh and funny as fuck.
No wonder the lotto account is on high pitch alert! Crap work, overpriced DDB, and a complete change in marketing teams at Lotteries, are making the rest of agency land excited.
Lotto and scratchies are an idiot tax. This ad is perfectly relevant.
Whenever I am told something is completely hilarious, it’s a sure sign.
I hate these ads. I hate them with a passion. I mute them if I have to watch them, but usually – when watching on demand – actually reload the page over and over rather than having to sit through them. They’re just awful. Please god make them stop!