NZ Lotteries launches touching tale of a ‘Lucky Dog’ with a 150sec epic via DDB New Zealand
Thenew campaign for Lotto, via DDB New Zealand, is spearheaded by two anda half minute commercial featuring a touching story of sailor Russellandhis loyal dog Wilson who discover on the My Lotto site that theirregular Powerball ticket is the big one!
Now all they need to do is gethome. However, fate has other plans. Combining strong storytelling, asprinkling of exotic locations and a brilliant performance by “Wilson”this is an epic tale of incredible loyalty at its best.
The campaign breaks down into subsequent shorter versions. Meanwhile the Powerballcampaign continues the winning story with six spots showing you howthings turned out after that.
Shot by Steve Ayson and DoP Geoffrey Simpson the cinematic spotfeatures a soundtrack sung by Australian legend Nick Cave. This is thefirst time Cave has allowed his unique voice to be used on a commercial.
Client: NZ Lotteries
Title: Lucky Dog
Agency: DDB New Zealand
Group Executive Creative Director: Toby Talbot
Deputy Creative Director: Regan Grafton
Art Director: Regan Grafton, Gavin Siakimotu, Brett Colliver
Copywriter: Natalie Knight
Group Business Director: Aimee McCammon
Account Director: Jenny Travers
Executive Producer: Judy Thompson
TV Producer: Tania Jeram
Director: Steve Ayson
Producer: Claire Kelly
Production Company: The Sweet Shop
DOP: Geoffrey Simpson
Dog Trainers: Caroline Girdlestone & James Delaney
Offline editor: Jack Hutchings from The Butchery
Post Production: Animal Logic
Music: “To Be By Your Side” by Nick Cave
Sound Design: Jon Cooper at Liquid Studios
NZ Lotteries: Todd McLeay, Warren Salisbury, Wendy Rayner, Natalie Kennerley, Aroha Fuggle
43 Comments
Nice. What does the cut down look like?
Too long but I love it. It warmed me cockles.
In the cut down the dog jumps off the boat in Cook Strait and legs it to Auckland. It’s 140 seconds, but shot in real time.
Awesome music. Beautifully shot.
But how did the guy at the end know it was a winning ticket?
Haha! Got you!
PS Pretty sure I’m and arsehole.
Touche, crazy dog man.
Glad there was a twist at the end.
I’ve hated that main character guy ever since he was on…um…everything.
Nice that there was a twist. I like the music too. But I think something else could’ve worked better with the pictures.
1:04 – Don’t people circle their winning numbers?
“I’ve had this great idea for a lost dog ad, it’s been sitting in my back pocket for years – and if we play our cards right it’s going to be huge with a seven country location shoot! All we need is a client with a product we can staple onto it, a huge budget, and we’re away.”
nice short short film – music brilliant!
I loved it. Except the Cast Away reference – that was pure 100% New Zealand lame.
1.04pm – he does circle them at the start on the ticket.
LOVE!!
Wilson, of all the names… apart from that it is a quality ad
I love this. Classic advertising at it’s best. A client that understands you need time to build an emotional connection. Keep them coming NZ. Why can’t we have a lotto ad like this?
I think the creatives played that fold-the-paper-then-write-the-next-line game….or there is a lot of creative fat on the credit list.
Wow. Great film. Very well done. Classic.
Fuck I love dogs.
Vvvvvvvvery average idea, nice execution.
Is it me, or does the dog have a perm?
A good indication of the differences between Australian and NZ clients.
I mean, can you imagine what NSW lotteries would say if their agency presented this?
Ayson is a brilliant director!
Could have been heaps funnier. THere’s no laughs in that spot. There would have been plenty in the script.
@9.01 re: credits. Man that ad needed 3 art directors, and a DOP, and the director and stylist, set decorator etc or just a good director, DOP and a writer.
The aussie client has said ‘people are only interested in the prize winning – the amount.’ research said and they know coz people that go to focus groups are intelligent, and everyone listens to what they’ve got to say. Hence lottery ads with the amount.
I smell awards!
Tattersall’s Australia: Look, Listen, Learn.
way to long. it’s a better idea and more awarding piece of communication at half the length, and that’s not being shitty just honest. well directed…
It’s too, not to. you loser. Also I think I read there are 90′ and 60′ versions.
@7:28
You missed something whilst critiquing 8:20: it’s ‘rewarding’ not ‘awarding’. As for yourself: Pot, meet Kettle. How about ‘…not to (comma) you loser.’
And those 90 and 60 ‘minute’ versions you read about sound way too long. They might be better at 90” and 60”, don’t you think? Reminds me of the Stonehenge scene in Spinal Tap where feet (’) get taken as inches (”) and they end up with a miniature monument on stage. Sound familiar?
Cutest dog ever. was starting to squirm though… it was a little long
I can’t believe 1.16 thinks it could have been heaps funnier….what, like a wacky disney movie or something? I get the feeling 1.16 is odd or 12.
I really like this. Moving. Nice work DDB NZ and Ayson, not to mention the client for buying it.. Makes it easier for the rest of us to get our films and idea based spots out there and on tv. Well done. No small feat.
Doesn’t make me want to buy a lottery ticket at all, but it’s a rather nice, if somewhat self indulgent, piece of film.
I love this – I want to get a dog, this spot brought a tear to my eye. Sniff!
petrescue.com.au
for all your pets. Don’t go to pet shops.
Nice stuff.
Would have been a fun shoot.
7 locations x using a dog =’s nice 3 week holiday.
Jealous.
I dunno, I felt a pretty strong emotional connection to the whole ‘Truckload of cash’ idea that’s been rehashed for years and years…
The Spadge said:
“… Except the Cast Away reference…”
Cast Away reference??? Nope, the dog is named Wilson in “homage” to the idiocy of New Zealnd TV networks continually repeating “Home Improvement”. 😉
Unfortunately, the fools in charge of Prime have now decided to start repeating “Home Improvement”, starting soon. 🙁
Ok complete diff haul of question, Can someone tell me the breed of the Wilson dog?
I think the dog is an Airedale Terrier
The dog is a wire haired fox terrier. beautiful dogs
I love WIlson, what breed of dog is he? I would love one.
Love the ad!!! But it’s driving me nuts … who is Russell and what else has he acted/appeared in?
Love the ad!!! But it’s driving me nuts … who is Russell and what else has he acted/appeared in?