The Ohio Lottery's holiday campaign from independent agency, Marcus Thomas, is titled 'It’s Never Too Late.' The campaign centers around the idea that the Ohio Lottery is most likely not top of mind for consumers as they celebrate the holiday season, but that the brand will be there when they have waited a bit too long to get their shopping done. The campaign also plays directly to historical sales data that people often purchase lottery tickets at the last minute.
The campaign consists of three 30-second spots, which each have accompanying 15-second variations, that all tout the message that the Ohio Lottery is going to be there for consumers this holiday season, right up until the very last minute. Each spot is a representation of the time of season, whether 'It’s Only November,' 'The Heart of the Holiday Season,' or 'The Time is Nigh' and it’s time for last minute shopping.
Marcus Thomas also produced several YouTube bumper ads that present the viewer with a series of one-liners that suggest “it’s never too late for Holiday Instants.” Additionally, out-of-home boards present a live countdown clock in minutes that align with the TV and social components.
Chief Idea Officer/Copywriter – Joanne Kim
Creative Director – Eric Holman
Art Director – Megan Gannon
Copywriter – Erin McHugh
Director – Alex Grossman
Executive Producer: Jerrod McMillin
Production Company – 8th Street
Post-Production Company – PPS Group
Audio – Digital Groove Productions, LLC