The expression 'a third wheel' and the oft-used phrase 'two's company, three's a crowd' are usually employed to describe a situation whereby a third participant somehow ruins the dynamism between a couple. However, DDB doesn't agree with this sentiment.
In a trio of new TVCs, which aim to draw attention to Lotto NZ's new game called 3 Play, DDB attempts to show that ordinary activities are way better when done in a group of three.
According to a release, Lotto NZ's new game, Play 3, gives players the chance to win prizes every day for just $1. All players need to do is pick a three-digit number and a play type and then try and match it to the winning number, drawn daily at 6pm.
With Play 3, there's no large jackpot to be shared. Instead it offers fixed prize payouts, with good odds of winning and a top prize of $500. Customers can choose any three-digit number to play, which may be guided by personal superstitions and circumstances. Favourite numbers are often linked to birthdays, anniversaries or house numbers.
To promote the new game, DDB created three TVCs, titled ‘Drums’, ‘Trampoline’, and ‘Dancing’, that feature the antics of three conjoined brothers in engaging in these activities while wearing a single, ridiculously over-sized shirt.
Speaking on the campaign in the release, DDB's creative director Shane Bradnick said: “Playing on a trampoline, fun. Playing the drums, fun. Playing a dance game, fun. However, playing as three people who are actually one person, even more, more fun. While most people say three's a crowd, we say three's a party. A simple and yes, fun way to launch a game that is called Play 3.”
The simplicity of the approach used in this campaign is quite a significant departure from the previous work, such as the recent high-five campaign, that DDB has created for Lotto.
That being said, this campaign isn't an attempt to further develop the Lotto NZ brand story, but rather a quirky introduction to one of the many games already available in the organisation's portfolio.