Published: February 9, 2024

Massachusetts Lottery’s Super Bowl ad features Taylor, new $50 scratch ticket

If you’re in Massachusetts and only watching the Super Bowl for Taylor, make sure you’re looking out for the Massachusetts State Lottery’s primetime commercial.

In what the lottery called a “lucky” opportunity, the organization scored a 15-second ad spot for the big game featuring its new $50 scratch ticket game, “Lifetime Millions,” in the Boston and Springfield markets.

The state lottery hopes the comedic commercial, featuring the lottery’s version of “Taylor,” will reinforce its   new scratch ticket’s already-successful run. As of noon on Feb. 7, the day after its release, the ticket has collected more than $3 million in sales and already has four $20,000, three $10,000 and 10 $5,000 prize winners, the lottery said.

To endorse the Mass Lottery’s new $50 instant ticket, we got the one name everyone is talking about ... ” the ad begins off, an image of three “Lifetime Millions” scratch tickets splayed in the center of the screen.

“That’s right ... it’s Taylor!” the voice-over cheers, implying the viewer is about to see musician Taylor Swift, who’s expected to be at the game to root on her boyfriend, Travis Kelce, whose team, the Kansas City Chiefs, will go up against the San Francisco 49ers at Sunday’s Super Bowl.

The screen, however, switches away from the scratch tickets to a confused-looking man holding up one of the “Lifetime Millions” tickets.

“Shane Taylor, from our marketing team!” the ad says.

Taylor lifts up the ticket and says, “Wait, what is this for?” as he glances off-screen, and the image cuts back to the tickets with a strident melody. “Lifetime Millions! Win $1 million a year, for life,” the ad concludes, Taylor still looking puzzled in the background.

Lottery Executive Director William Bracken said the organization paid $600,000 for a five-week ad package that includes the primetime Super Bowl commercial. He said the ad cost nothing to put together in-house.

  • We sent Shane out, he got a haircut, came back to the office and he did the ad,” Bracken laughed, adding the “straight-to-the-point” and “tongue-in-cheek” commercial isn’t expected to drive sales, but get even more people talking and thinking about the new scratch ticket.

The director said the lottery ad had been slated to run in pre-game commercial slots, but “by pure luck” was bumped up to play during the game.

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