Bernie Mac Knows How To Play The Lottery

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Chicago Sun Times is reporting the numbers comedian Bernie Mac is being paid to endorse the Illinois Lottery—$500,000 for about 2-1/2 days of work, or $23,000 an hour.

“It certainly makes me pause when I hear those kind of numbers for the little amount of work he’s doing,” said state Rep. Jack Franks (D-Woodstock). “It seems to me we could probably be getting similar results for substantially less advertising.”
Lottery officials disagree. Mac’s presence in the 2004 ads helped increase instant ticket sales about $62.5 million from the previous year, lottery spokesman Courtney Hill said.
The lottery spends about $22 million a year on advertising and public relations. Its main marketing agency is Chicago-based R.J. Dale Advertising & Public Relations, which came under fire last year for inadequate financial recordkeeping.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.