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US Creative Work of the Week: New York Lottery tantalizes players with ‘glorious food’


By Kyle O'Brien, Creative Works Editor

July 10, 2019 | 3 min read

New York City is arguably the nation’s best food city, with more variety than you could eat in a lifetime. Trying to taste the most possible dishes is the concept behind the New York Lottery’s latest ‘How Would You Spend It?’ campaign.

NY Lottery

New York Lottery's 'All The Foods'

'All the Foods' builds on the original concept of showing how one New Yorker would spend their time if they won Cash4Life’s top prize of $1,000 a week for life. The spot from McCann New York for the New York Lottery features a stripped-down acoustic rendition of the famous song from Oliver, Food Glorious Food, performed on the ukulele and composed by the music house Human.

In July, the Cash4Life game will draw every day, giving New Yorkers more chances to win $1,000 a day for life, meaning that it could be possible for 'Kristen E.', from Clifton Park, NY to live her dream. She’s the person quoted at the end of the spot, stating: “I’d spend more time trying all the foods.”

The spot follows the camera through kitchens and dining rooms of New York, showing off beautiful food cinematography of dishes such as the ubiquitous avocado toast to colorful sushi, a bubbling bowl of ramen and seared kabobs.

“How-to” recipe videos were also created to accompany the spot so viewers can learn how to make the actual food dishes featured in the commercial.

For its food porn good looks and its aspirational nature, The Drum’s readers voted the spot the US Creative Work of the Week.

Next week, the Creative Work of the Week goes global, so make sure to view our new Best Creative Works roundup and vote for your favorite spot from around the globe. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

See the work by clicking on the Creative Works box below.

New York Lottery: All the Foods by McCann

By New York Lottery

Overall Rating 4/5

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