Emotional rollercoaster ridden as Wilson, DDB and Lotto embark on perilous journey
DDB 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
Client contacts:
Todd McLeay, Warren Salisbury, Wendy Rayner, Natalie Kennerley, Aroha Fuggle
DDB:
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
The Sweetshop:
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
4 on the floor
October 5, 2010
Good skills all round.
Rob Bree
October 5, 2010
Loved the ad (I didnt cry..really I didnt) but hated the ending. Thank God it's to be continued.
Mac McElwain
October 6, 2010
As one of the "old guard" who likes story telling, I reckon this story has been told before. Didn't Spot return in a similar way?? Help me remember somebody!
David Rhoades
October 6, 2010
Mac, you thinking of this one? http://www.youtube.com/watch?v=i42euWD3pq0
james
October 6, 2010
Clunky and long. But hats off on getting it over the line.
courtney lambert @cjlambert
October 7, 2010
@rob I loved the ad but also hated the ending. The bills around town with the 'lost dog' stuff was cute too. Not sure that Wilson looks like a Wilson though. I think he looks slightly more Grey Lynn and is probably a George or a Jack.
Rep
October 7, 2010
Wonder if we get to the EFFIEs next year and DDB takes the title pointing to massive increases in Lotto sales as a result of the campaign vs the previous year… ignoring of course and hoping like hell no one remembers the lure of this weekend's $24m Powerball jackpot at awards time.
Wilson Owen
October 8, 2010
The dog doesn't look a bit like me
Chris Johnson
October 28, 2010
Loved the ad, yes I did have tears in my eyes the first time I saw it! I think I really do want Russell and Wilson to reunite in the end and I'm guessing that will come.
Bob Ellis
February 18, 2012
The ad is the best ever. There is a terribly bad flaw though. Chris Johnston is right. I have the remedy to fix it all. Contact me. Put it right before it goes viral. BE.