Cal Super Lotto Plus.

The California Lottery will launch a new Hispanic campaign for SUPER LOTTO PLUS, the enhanced version of the traditional “Lotto” style game. The campaign was developed by Casanova Pendrill, the California Lottery’s Hispanic agency of record. The new effort’s premise is that players enjoy playing SUPER LOTTO PLUS® because of the fantasy of winning the jackpot.

Casanova Pendrill developed three :30 TV spots, “Chauffeur”, “My Car,” and “Famous” as well as two :60 radio spots, “A La Carte” and “A Woman’s Dream”. The campaign depicts SUPER LOTTO PLUS® as a spring board for the player’s personal fantasy about winning the jackpot, in the process transforming the hero from an average person to the person they dream of becoming if they win the jackpot.

“Chauffeur” features a couple driving up to a convenience store. The woman enters, buys a SUPER LOTTO PLUS® ticket, and returns to the car. Surprisingly she nows enters into the back seat of the car and orders her chauffeur—her puzzled husband—to take her home. In “My Car”, the owner of an old car dreams about being the owner of an exotic sports car. The third spot in the campaign, “Famous”, shows an average man turned famous celebrity.

The radio spots feature normal people going into the place “where dreams are chosen”. After hearing the “dream menu” – everything from big mansions and fancy travel to an unlimited shoe-shopping spree— each person chooses what best fits their personality.

The campaign’s tagline is: “Imagínate” (Just Imagine)

The campaign was developed by Ken Muench, Elías Weinstock, Alex Arellano and Abel Gonzales and was produced by Harold Midence. The TV spots were directed by Carlos Ameglio from Colibri Films, Inc. And they will appear in California’s top television and radio markets.