These new spots for the Ohio Lottery Commission directly attack the misperception that problem gamblers "are just making bad choices."
Problem gambling is a disorder, not a decision, as is pointed out in the spots. Each spot uses tongue-in-cheek humor to drive the point home that gambling can be a serious problem. In one, a dad announces to his family that he will develop a gambling problem, while the chief executive of a company says that profits will decline while he uses company funds to bleed them dry. In a third, a woman announces to her friends that she is choosing to develop a gambling problem.
In all, the spots, by Cincinnati agency Northlich, are tagged with "nobody chooses to have a gambling disorder" and that "it's a disorder, not a decision" that can affect anyone.
Hutson Kovanda - Executive Creative Director, Art Director - Northlich
Pat Pujolas - Creative Director, Writer - Northlich
Trisch Cranor - Producer - Northlich
Kate Lett - Account Executive - Northlich
Teresa Martinez - Account Supervisor - Northlich
Cameron Harris - Director - Gravy Films
Sam Womelsdorf - Producer - The PPS Group
John Chema - Director of Photography - Gravy Films
Preston Price - Editor - The PPS Group