Virginia Lottery: advert-top-1 by Barber Martin Agency

The latest holiday campaign to come from the Virginia Lottery and Barber Martin Agency (BMA) hopes to appeal to gift givers by positioning Scratchers as the ultimate holiday gift not to receive or play, but to give.

The 'Win the Holidays' campaign is all about the feeling you get when you give someone Lottery Scratchers. The campaign title in itself refers to the idea that you “win the holidays” by giving Scratchers, not by playing them.

A focus on giving allowed The Virginia Lottery and BMA to deviate from the usual comedic tone of their television spots and inspired them to create a narrative that’s more emotionally charged.

The campaign’s two television spots and one digital video feature people of different backgrounds in different scenarios “giving the gift of joy” by giving holiday Scratchers. Scratchers are shown tied to dog bones and mistletoe, left on doormats and office desks, and passed out to family members, parking attendants, hairstylist, etc. Every scenario captures a moment of joy from the giver and receiver.