Welcome to our ongoing blog series Ad Nauseam where we unpack the narrative storytelling of commercial campaigns and decide whether they worked or not. Commercials are short form filmmaking, and like our favorite movies or tv shows, a deeply collaborative medium that depends on so many individual contributors getting it right. Sometimes a concept get’s farther than it should, or good creative get’s derailed by a bad performance or direction, and sometimes it all clicks together.
This installment is going to take a look at a spot from the California Lottery: When You Give, You Win. Put together by Ad Agency David & Goliath, this commercial is almost 10 years old at this point, and I still think about it. In a 1 minute spot (which feels like an eternity in this era) we follow an older gentleman, a mailroom employee as he wraps up his day. It’s Christmastime and he’s heading home alone. We watch him get glimpses of other people's holiday cheer, and we wonder what awaits him when he gets home. He climbs the stairs to his apartment where he has a simple envelope on his door. He opens it to reveal a few scratch off lottery tickets. The camera pulls back to reveal a neighbor looking through the door viewer, smiling. The copy When You Give, You Win appears on the screen. It’s all set to Debussy’s Clair de Lune and makes for an emotional moment for the viewers over scratch off lottery tickets of all things.
Watch the ad in it's entirety below.
No copyright infringement intended.
The strategic genius of this advertisement lies in its reframing of a lottery ticket from a casual purchase into a thoughtful, sentimental gift. It also successfully takes something considered a vice and turns it into a demonstration of value between neighbors. This spot broadens the appeal and the audience of potential buyers, and likely increases sales. It taps into the essence of the holiday season, where giving is valued over receiving, and communal bonds are cherished. By showing a solitary character who finds unexpected joy through a neighbor’s simple act, the ad subtly yet powerfully shifts perceptions, encouraging viewers to see lottery tickets as a way to bring happiness to others.
But the thing that makes the creative work, is the execution of the storytelling on the spot. They give you so much context in a short period of time. In the first 15-20 seconds we know it’s Christmas (second shot of the spot) that our hero is hardworking (last one out the door) he’s alone but not lonely or unhappy (the way he carries himself). He’s polite and generous (he holds the door for people and gives change to charity). He’s strong but also old (climbing the stairs). And in the end he’s moved by a really simple human gesture between neighbors who would not on the surface seem to have much in common. Through subtle cues and meticulous storytelling, we understand his situation, his nature, and the small yet significant joy brought about by a neighbor’s gesture. Let’s also appreciate a strong performance by a commercial actor to deliver this spot’s emotional punch.
Moreover, the commercial’s success is rooted in its universal relatability. We all understand the bittersweet nature of the holidays—the joy of giving and receiving, the warmth of human connection, and the poignant moments of solitude that can be deeply felt during festive times. By capturing these elements, the ad creates a story that is both specific in its details and universal in its appeal, making it resonate with a broad audience.
In essence, "When You Give, You Win" transcends the typical boundaries of advertising. It is not just selling a product; it is selling a feeling, a moment, an idea. The narrative is crafted so meticulously that every second counts, every frame tells a story, and every musical note adds to the emotional depth. The commercial’s strength lies in its simplicity and its ability to evoke a powerful emotional response from the audience.
The success of this commercial is a testament to the power of effective storytelling in advertising. By carefully crafting a narrative that aligns with the emotional undertones of the holiday season and highlighting a simple act of kindness, the campaign not only promotes the product but also enriches its perceived value. This blend of thoughtful narrative and strategic intent exemplifies how commercials can transcend their primary purpose and leave a lasting impression on audiences. In our ongoing series, we’ll continue to explore such campaigns that strike a perfect balance (and those that miss it), demonstrating the art and science of commercial storytelling at its finest.
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