Published: February 20, 2018

New York Lottery Releases Newest Commercial in Award-Winning “How Would You Spend It” Ad Series

New York Lottery Releases Newest Commercial in Award-Winning “How Would You Spend It” Ad Series

The New York Lottery’s original "How Would You Spend It?” advertising campaign created by McCann Worldgroup won rave reviews and an industry-best Batchy Award for original music at the 2017 Advertising Awards presented by the National Association of State and Provincial Lotteries (NASPL). Today, the Lottery unveiled its latest take on the much-talked-about campaign for the Lottery's CASH4LIFE game.

“Our latest sopt entitled, 'Small Town,' builds off of the original concept of showing how one New Yorker would spend his time if he won CASCH4LIFE’s top prize of $1,000 a day for life,” said New York Lottery Advertising Director Dana Idema. 

Shot by legendary director Noam Murro, "Small Town" features actual miniature buildings and props to tell the story of how one lucky winner uses his newly afforded time to revisit an old childhood hobby.

Click here to view the spot.

The “Small Town” spot will run from February 15 through the end of March, 2018 on broadcast TV as well as in cinemas and on social media. The Lottery will support its CASH4LIFE effort with radio, out-of-home, print and digital advertising plus point of sale materials.

CASH4LIFE is the only draw game from the New York Lottery that offers players a chance to win $1,000 a day for life, giving players an opportunity to dream about how they’d spend their days, not just their dollars, if they won the game's top prize.

About the New York Lottery

The New York Lottery continues to be North America’s largest and most profitable Lottery, contributing $3.27 billion in fiscal year 2016-2017 to help support education in New York State. The Lottery’s contribution represents approximately 14 percent of total state education aid to local school districts. New York Lottery revenue is distributed to local school districts by the same statutory formula used to distribute other state aid to education. It takes into account both a school district’s size and its income level; larger, lower-income school districts receive proportionately larger shares of Lottery school funding.

About McCann Worldgroup

McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services company with 24,000 employees in more than 100 countries, comprising McCann (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), and PMK-BNC (entertainment/brand/popular culture).


The North American Association of State and Provincial Lotteries (NASPL) was founded in 1971. Evolving from an informal exchange of information among three pioneering lottery directors, the organization has now grown into an active association representing 52 lottery organizations.

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