Advertiser: ILLINOIS LOTTERY
Agency: DOWNTOWN PARTNERS
Category: Entertainment & Leisure
Art Director: Amy Ditchman
Creative Director: Amy Ditchman
Agency Producer: Carol King
Account Supervisor: Brenda Donahue
Copywriter: Dan Consiglio
Executive Creative Director: Jim Schmidt
Executive Creative Director: Joe Stuart
Editing Company: Optimus
Editor: Randy Palmer
Director: Andy Richter
Creative Director: Dan Consiglio
Music: Nick Tremulis
Brief Explanation
Most people decide to give the lottery a shot only when the jackpots reach an enormous level.The Illinois Lottery wanted to start that spike earlier, to increase play at smaller jackpot amounts while reaching out to new players in the process. So they called upon Gil Mitchell (Andy Richter), the greatest jackpot anchorman in the history of Illinois. Gil's job was simple: break the news of an escalating jackpot (beginning with $100 million) to the good people of Illinois and generate state-wide excitement and ultimately, a spike in play. And boy, did Gil deliver.