“Black Titanium” sounds like it could be the name of any number of things. A high-tech smartphone. A fancy cologne. Even an intense heavy metal band. But none of those are as big as what Black Titanium actually is–a new Scratch-Off Game from the New York Lottery, with a top prize of $10 million. The campaign defines exactly what Black Titanium is, by stating what it isn’t.
This TV spot, directed by Matt Aselton of production house Arts & Sciences, imagines what Black Titanium would be like as a heavy metal band. JSM collaborated with the agency on a Spotify album for the fake Black Titanium band, executing ads disguised as songs that had to be completely legit to the heavy metal genre. Across social executions, the New York Lottery compares the high-jackpot Scratch-Off Game to other items that Black Titanium could be, like a premium credit card or a fancy cologne. All the while reminding you that it isn’t any of those things. It’s a new Scratch-Off Game. And it’s big.
Gavin Cutler of Mackcut edited the comedy TV commercial.
Credits
Client New York Lottery Agency McCann NY Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, chief creative officers, NY; Mat Bisher, EVP, executive creative director; Jason Ashlock, Dominick Baccollo, VPs/group creative directors; Emily Salas, Tyler Gonerka, creative directors; Halley Lawrence, jr. art director; Jack McNamara, jr. copywriter; Nathy Aviram, chief production officer; Chance Bassett, VP, executive producer; Eric David Johnson aka DJ Bunny Ears, SVP, executive integrated music producer; Dan Gross, music producer; Laura Frank, VP, strategy director. Production Arts & Sciences Matt Aselton, director; John Benson, exec producer; Zoe Odlum, producer; Tracy Zukowski, production supervisor; Darren Lew, DP; Mark Newell, production designer. Editorial Mackcut Gavin Cutler, editor; Gina Pagano, exec producer; Alyce Muhammad, assistant editor. Music Future Perfect Audio Post Mackcut Sam Shaffer, mixer. VFX Framestore Sarah Hiddlestone, exec producer. Color Company 3 Tim Masick, colorist. Music JSM Music Joel Simon, CEO/CCO/composer; Becca Riter, Seamus Kilmartin, Nathanial Morgan, Jason Krebs, composers; Jeff Fiorello, exec producer; Andrew Manning, Norm Felke, producers.
Burger King France and KFC France late last month launched a landmark collaboration, a world-exclusive, with the joint creation of an all-new burger available only in France: the BFF burger (Best Friends Forever). There are a flame-grilled meat version available exclusively at Burger King and a crispy chicken version exclusively at KFC.
The two brands decided to set aside their rivalry to jointly launch the “BFF burger” in all their restaurants across France (555 for BK, 379 for KFC), available through December 16. This original and exclusive burger features a shared recipe but one major difference: it comes with flame-grilled meat exclusively at Burger King France and crispy chicken exclusively at KFC France.
Directed by Rick Darge via production company HENRY, this TV spot features War’s classic track “Why Can’t We Be Friends?” as employees from Burger King and KFC are seen singing arm in arm, united in harmony.
The campaign was imagined and orchestrated by Buzzman, in collaboration with Havas Paris for social media, and media placement handled by Wavemaker and Havas Media.
