• by Fern Siegel , December 5, 2023

Santa just got a hot set of wheels — and is busy spreading lottery cheer.

He straddles a Harley and cruises the main streets and back roads of New Hampshire, aiming his messaging at an 18+ demo that may want a little extra cash in their stockings this year.

The GYK Antler agency produced the creative spots. The ad campaign, kicking off Dec. 4, runs across New Hampshire via CTV and WMUR, as well as a radio spot on various stations statewide.

The 21st-century St. Nick is the center of the New Hampshire Lottery's integrated holiday campaign. He delivers scratch tickets to the good citizens of the Granite State wherever he motors. The result? A big uptick in sales for the lottery.

This is the second incarnation of New Hampshire Nick. The first, in December 2022, contributed to multiple sales records — including two of the highest weekly scratch ticket sales ($8,055,592 and $8,135,487) in the NH Lottery’s 59-year history.

“Knowing the holidays come every year, the New Hampshire Lottery was looking to create an annual campaign that was memorable and unique to the state. Tapping into a culture of freedom, independence and a love for the open road, New Hampshire Nick became the perfect badass vehicle for spreading the word that New Hampshire Lottery scratch tickets make great gifts," Andrew Harris, GYK Antler creative director, told Agency Daily.

In "Pit Stop,"  Santa is busy buying thousands of lottery mega-pick tickets, while "New Hampshire Nick,"  posits the familiar figure in a red leather jacket and sunglasses driving a motorcycle and delivery lottery tickets to front doors. 

GYK has done work for the Boston Bruins, Green Giant, Sallie Mae and Hasbro Gaming.