A new campaign by Colle+McVoy for the Minnesota State Lottery inspired people to play scratch games by showing how they provide welcome fun from the grind of the rat, er hamster, race.
The campaign launched in January and featured hamsters comically interacting in human-like scenarios that represented the monotony of the human rat race. After the situations were set up for the viewer with very detailed miniature sets and voiceover dialogue, a scratch game was dropped into the scene to the huge relief of the hamsters who began to play the game. Seven 30-second television spots directed by Rocky Morton of MJZ ran statewide.
“Often the best comedy comes out of mundane situations,” said Dave Keepper, group creative director, Colle+McVoy. “By using hamsters in their little cages for the spots we served up a fresh, and we think pretty funny, look at everyday life and then showed how scratch games let players break out and live a little."
The campaign shoot was unusual since it took place over two nights to accommodate the nocturnal animals. The spots were scripted and prerecorded, but because of the spontaneity of the animals, some of the spots were re-scripted and recorded again to account for the new “action.” The sets were assembled to include 15 percent hamster items (wood chips, wheel, etc.) and 85 percent realistic human details in miniature (working lights, custom posters, etc.) to make the viewing experience richer and funnier.
To view our Minnesota State Lottery - Scratch Game videos click here