Population Statistic: Read. React. Repeat.
Sunday, January 20, 2021

I’ve been looking for some higher-res images or video from this daydream/dream bubble television commercial that’s currently promoting New York Lottery’s Mega Millions game:

But if they’re out there, I can’t find them. So I’m stuck with the grainy YouTubed clip above.

Of which I’ll instruct you to watch closely at the 15 second mark, when you might make out, in the background, what looks like a dream-bubbling gorilla, carrying a briefcase as he steps into the subway.

Even within the context of a fanciful commercial set to the lazy strains of The Lovin’ Spoonful’s “Daydream”, it’s an odd bit of sensory input. I have to admit that, as annoying as the ad has gotten through repeated viewings, I pay special attention to it just to reconfirm the presence of the monkey.

Just to prove that I’m not imagining this little advertising Easter egg, here’s the backstory:

The commercial, now appearing on television stations in New York State, is created by the longtime agency for the Lottery, DDB Worldwide in New York, part of the Omnicom Group. Here is a response to the question from Pat Sloan, a DDB spokeswoman.

“First of all, it’s wonderful that people are paying such close attention to our Lottery commercials,” Ms. Sloan says in an e-mail message.

“While we always seek to promote our games, we are always striving for maximum entertainment value since we are well aware that New Yorkers can be a tough crowd and are apt to see our spots a number of times,” she adds.

“Arcane touches and surprises such as the gorilla with the briefcase become an added bonus for people such as the reader,” Ms. Sloan says, “who was astute enough to notice it, most likely on a second or third viewing of the spot.”

So it’s a sly tactic to counter the rampant overuse of the same spots for the same campaign. More cost-effective than actually producing multiple ads, I guess.

by Costa Tsiokos, Sun 01/20/2008 11:07:07 PM
Category: Advert./Mktg., New Yorkin'
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