Youtube VideoDDB NZ has just launched its latest campaign for Lotto. And it's an epic, expensive looking tale of joy, disaster, loyalty, danger, exotic locations, canine tenacity and heartbreaking betrayal.
The first cinematic spot tells the tale of sailor Russell and his loyal dog Wilson, who discover on the My Lotto site that their regular Powerball ticket is the big winner. Soon enough, the obligatory storm sends the ticket overboard and Wilson shows his commitment by jumping in after it. He washes up on a beach in India and then embarks on a mammoth journey to get the ticket back home to his owner, almost like a new school (and smaller) Littlest Hobo.
The campaign launched with the full two and a half minute spot on all three main channels last night (a teaser poster campaign told passersby to keep an eye out for Wilson at 8.30pm) and it now breaks down into subsequent shorter versions. The Powerball campaign continues the winning story with six spots showing you how things turned out after Wilson got home and befriended that hairy musician.
Shot by the Sweet Shop's Steve Ayson and DOP Geoffrey Simpson, the ad also features a soundtrack by Australian legend Nick Cave, which marks the first time he has allowed his voice to be used on a commercial.
Client: NZ Lotteries
Title of Campaign: Lucky Dog
Durations: 2min 30sec, 90 sec, 60 sec & 5 x 15sec powerballs
Todd McLeay, Warren Salisbury, Wendy Rayner, Natalie Kennerley, Aroha Fuggle
Group Executive Creative Director: Toby Talbot
Deputy Creative Director: Regan Grafton
Art Director: Regan Grafton, Gavin Siakimotu, Brett Colliver
Copywriter: Natalie Knight
Group Business Director: Aimee McCammon
Account Director: Jenny Travers
Executive Producer: Judy Thompson
TV Producer: Tania Jeram
Director: Steve Ayson
Producer: Claire Kelly
DOP: Geoffrey Simpson
Dog Trainers: Caroline Girdlestone & James Delaney
Offline editor: Jack Hutchings from The Butchery
Post Production: Animal Logic
Music: “To Be By Your Side” by Nick Cave
Sound Design: Jon Cooper at Liquid Studios