Date: Jan 2021
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Playing the X Series of Scratch-Offs from the New York Lottery gives people a chance to multiply their winnings. To announce the return of this popular game, New York Lottery highlights the unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things.

At the center of the campaign is a 30-second TV spot from McCann New York that brings the classic home inventor to the present day, creating a timely character who has had a little too much time on his hands recently. Playing the X Series is the better way to multiply, but his above-average mechanical inclination makes him less inclined to take the easy route. For him, it’s all about his homemade sci-fi contraption—The Multiplier.

The campaign will be carried across TV, radio, OOH, print, social and other digital executions beginning 11 January.


McCann New York

Co-Chief Creative Officer: Tom Murphy

Co-Chief Creative Officer: Sean Bryan

Executive Creative Director: Mat Bisher

SVP Group Creative Director: Jason Ashlock

SVP Group Creative Director: Dominick Baccollo

Executive Creative Director: Marco Muñoz

Senior Art Director: Tim Min

Senior Copywriter: David Cappolino

Senior Copywriter: Randy Cantu

EVP Executive Account Director: Nikki Maizel

SVP Group Account Director: Caroline Fuller

Account Director: Molly Vossler

Account Director: Adriana Escarcega

Senior Account Executive: Carolyn Martin

Project Manager: Michael Gonzalez

SVP Group Strategy Director: Laura Frank

VP Strategy Director: Emily Brown

Chief Production Officer: Nathy Aviram

Executive Producer: Cindi Blondell

SVP Executive Music Producer: Eric Johnson

Music Producer: Dan Gross

Business Affairs: Natalie Hernandez

VP Director Talent Payment: Terry Marcello

Talent Payment Manager: Krenzy Vergara


Production Company: Mssng Peces

Director: Conor Byrne

Managing Partner: Brian Latt

Line Producer: Tyler Byrne

Director of Photography: Garrett Hardy

Edit: Cosmo Street

Editor: Aaron Langley

Head Of Production: Anne Lai

VFX: Ingenuity

Post Production: Switch


Colorist: Tim Masick

Mix: Sonic Union

Audio Engineer: Steve Rosen