Casanova Pendrill Launches Super Lotto Plus Effort.

The California Lottery launches its latest SuperLotto Plus Hispanic advertising campaign developed by Casanova Pendrill, the California Lottery’s Hispanic agency of record.

The effort consists of two :30 TV spots, “Monster Fish”, and “Irresponsible Woman” as well as two :60 radio spots that position Super Lotto Plus as a ticket to dream. Each spot highlights someone living what seems to be an amazing “dream come true moment” and through a very unexpected twist, the person—and the viewer—suddenly realize it was all a dream—triggered by Super Lotto Plus, of course.

One of the TV spots, for instance, features a very average looking guy fishing from an amazing yacht while his beautiful wife watches him in awe. Suddenly, “average José” hooks a giant marlin and powerfully yanks it out of the water, sending it soaring majestically through the air…and smack on top of his elegant wife. The jolt wakes the man up as the announcer says “Play Super Lotto Plus and dream…but dream responsibly.” The spot ends with the man sitting at the end of a small pier holding the tiny sardine he caught in real life.

The radio campaign follows the same lines and features overzealous people whose dreams become slightly irresponsible and end up getting them into humorous trouble.

“Really, it’s the unexpected twist that makes these spots so memorable,” said Ken Muench, Creative Director for the California Lottery account. “The notion of a fantasy falling apart on you and backfiring is completely unexpected and allows us to really communicate the idea that playing the game lets you dream grand dreams—which in the end, is what everybody likes about the Lottery.”

The campaign’s tagline continues to be “Imagínate” (Just Imagine).

The campaign was developed by Elías Weinstock, Ken Muench, Juan Oubina and Alex Rodriguez and was produced by Pilar Matallana. The TV spots were directed by Andy Fogwill with Colibri Films, Inc. and they will air in top television and radio Hispanic stations throughout California.