McCann NY, Director Conor Byrne Multiply Laughs For New York Lottery


Robert Goldrich
Monday, Jan. 11, 2021


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Playing the X Series of Scratch-Offs from the New York Lottery gives people a chance to multiply their winnings. So, to announce the return of this popular game McCann New York highlighted the unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things.

At the center of the campaign is this :30 TV spot from which brings the classic home inventor to present day, creating a timely character who has had a little too much time on his hands recently. Playing the X Series is the better way to multiply, but his above average mechanical prowess make him less inclined to take the easy route. For him, it’s all about his homemade sci-fi contraption—The Multiplier.

While the suburban garage has launched world-changing companies and ideas, The Multiplier is not one of those. Despite his wife’s best efforts to sway him towards the playing the X Series instead, he accidentally multiplies Purrfessor Bunsen, the family cat.

Conor Byrne of production house m ss ng p eces directed “The Multiplier,” with Ingenuity serving as the VFX studio.


Client New York Lottery Agency McCann New York Tom Murphy, Sean Bryan, co-chief creative officers; Mat Bisher, executive creative director; Jason Ashlock, Dominick Baccollo, SVPs, group creative directors; Marco Munoz, executive creative director; Tim Min, sr. art director; David Cappolino, Randy Cantu, sr. copywriters; Laura Frank, SVP group strategy director; Emily Brown, VP strategy director; Nathy Aviram, chief production officer; Cindi Blondell, executive producer; Eric Johnson, SVP executive music producer; Dan Gross, music producer. Production m ss ng p eces Conor Byrne, director; Brian Latt, managing partner; Tyler Byrne, line producer; Garrett Hardy, DP. Editorial Cosmo Street Aaron Langley, editor; Anne Lai, head of production. VFX Ingenuity Postproduction Switch Color Company 3 Tim Masick, sr. colorist. Audio Post Sonic Union Steve Rosen, engineer.

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