Californians Can Dream

August 4, 2011 By

California Lottery is promoting its new Set For Life Scratchers product via this spot from David&Goliath.

According to the press release, the Set For Life Club is a place where anyone can get a taste of the good life, worries don’t exist, and any little “upgrade” you want is within reach. Which is laughable but not all that funny. I know lottery games provide an escape and a glimmer of hope for people, but does the brand really need to lay it on this thick?

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Filed Under: Creative Review
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 at Bonehook in Portland, Oregon.