• by Fern Siegel , January 30, 2025

McCann New York just kicked off its latest spot for New York Lottery's Bonus X scratch off games.

The ad features a player who wants to reproduce that winning sensation. With the “Multiplier” cards, players have the chance to multiply winnings by up to 50 times in January and 100 times in February.

The spot was directed by Kenny Herzog.

The work can be seen on TV, OLV, OOH, radio, print and in digital coverage across New York State. In addition, influencer partners, such as @NewYorkNico, are also participating.

With Bonus-X, the New York Lottery ups the excitement of playing and the rush of winning.

“The new Bonus-X tickets let you multiply your winnings up to 100 times, so it’s like winning the lottery over and over again. In our latest ad, our hero sets out to relive the incredible feeling of multiplying his wins by building a time machine made out of common office supplies — right in the middle of his office,” said Danny Price and Jacopo Biorcio, senior vice president-group creative directors.

The New York Lottery says its North America's largest and most profitable lottery, contributing $3.8 billion in Lottery Aid to Education for 2023-2024 to help support education in New York State.