|Agency||DDB New Zealand|
|Campaign||It Pays To Push Your Luck|
|Advertiser||New Zealand Lotteries Commission|
|Date of First Broadcast/Publication|
|Business Sector||Lottery & Gambling|
|Tagline||It pays to push your luck|
|Story||For more than twenty years Instant Kiwi scratchie cards have been injecting a little bit of excitement into Kiwis' lives. And the new 'It pays to push your luck' campaign is no different. Brought to life by a spontaneous and cheeky central character, we watch as he is unleashed on the unsuspecting public and proceeds to push his luck in a number of audacious scenarios in the hope that it could all fall his way. Starring stand-up comedian Jesse Griffin and directed by The Sweet Shop's Stuart McDonald (Director of Summer Heights High), the campaign is made up of 21 pieces of unique content that will be released online and broadcast on network television. This scenario entitled 'Garage Sale', saw Jesse trying to flog superhero undies, mismatched skates and even air guitars. But in this spot we see him selling pre-paid alibis.|
|Production Company||The Sweet Shop|
|Executive Producer||Judy Thompson|
|Art Director||Lisa Fedyszyn|
|Creative Director||Steve Kane|
|Executive Creative Director||Andy Fackrell|
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