Casanova Pendrill launches Call Lotto Plus ‘Live Their Dreams’ campaign.

Casanova Pendrill launched a new Super Lotto Plus campaign for its client The California Lottery which encourages Hispanic consumers to “Live Their Dreams”. Casanova Pendrill, AOR for the California Lottery, has successfully evolved the dream concept over the last several years in response to changes in the marketplace, new insights into the consumer and enhanced brand attributes.

The new campaign continues to focus on dreams as they are key consumer catalysts to playing. “The idea of this campaign was to spark the imagination in consumers to consider, more extraordinary dreams in such a way that they haven’t thought of before – and to think not only about fulfilling their own dreams but the dreams of those around them as well,” said Rodrigo Lino, Associate Creative Director. Casanova Pendrill produced both :30 and :45 versions of the TV commercial called “Parachutes”. The campaign tagline is “Vive Tus Sueños” and is also supported via radio and online efforts.

The “Parachute” spot begins with a plane soaring through the sky and quickly moves to a group of men anxiously waiting to jump from the airplane. The commercial is supported by a Latino rock song “Tengo” that captures the spirit of this generation. The spot reveals the group of friends – jumping, floating, turning, and having fun while sky diving. Finally, as the skydivers land on the ground, they take off their helmets and we realize that the “hero” is in fact an older gentleman who has just fulfilled his dream of jumping from an airplane – and fulfilled a dream for his “old buddies” as well. “This was an unexpected and fun way to energize the SuperLotto Plus brand and capture the exciting, fun spirit and tone of the game,” said Sandra Esquibel, Account Director.

The campaign was developed by Elías Weinstock, Rodrigo Lino, Fernando Poblete, and Alejandro Rodriguez and was produced by Yaniv Weisman. The commercial was directed by The Cronenweths (Jeff Cronenweth and Tim Cronenweth) with production house Untitled. The campaign will air in California’s top television, radio and online markets.

To view commercial CLICK on Link below:
https://hispanicad.combanners2/uploadfiles/Parachutes45.wmv>