• by Larissa Faw , December 28, 2015

This holiday season the Ohio Lottery Commission is shifting its advertising away from the game to showcase the spirit of giving and sharing.

Developed by ad agency Marcus Thomas, Cleveland, the campaign's centerpiece is the lottery's first-ever stop-motion animated TV spot. There are no spoken words. Instead, in a style designed to remind Millennials of Tim Burton and older Boomers of Frosty and Rudolph the Reindeer, the spot features a puppet-like figure who exemplifies the holiday spirit by gifting his friendsa bike, football tickets, a scissors for a very hairy fellow and a fish for a squid.

However the gift giver seemingly finds himself alone at home as the holiday approaches, but as the spot ends, it shows a party of revelers arriving at his place.  The spot’s title and prominent closing message is “Joy is more Joyful with Friends.”

Only a couple of lottery tickets are visible for a brief moment and the sign-off is the tagline “OH!Lottery.” Other than that, there are no product references.

The concept comes from the fact that scratch-offs are a popular holiday gift and that they are something that can be shared and enjoyed in groups. It’s a gift that’s fun to open—and scratch off—together. "Previous holiday campaigns were focused on instant tickets and sales," says Glenda Terrell, management supervisor, Marcus Thomas. "This year is the first time we’re focused on brand values that are shared with the holiday season which is joy, optimism, family and friends."

The media buy includes statewide TV, including NBAbasketball and college football bowl games, and on digital and Facebook video. It is supported via out-of-home, including back-lit mall kiosks and transit. The goal is to attract infrequent Scratch-off players, and to keep the Lottery top-of-mind during the holiday season, say agency executives.

The Cleveland-based Ohio Lottery Commission contributed $990 million to education in the last fiscal year ending June 15. Marcus Thomas has worked on the Ohio Lottery in some capacity since their start 41 years ago in 1974. For the past 20 years, the agency has focused on media and digital. Three years ago, Marcus Thomas became the commission's agency of record for strategic planning and creative development.