Superstar

The New York Lottery Happy Mother's Day Campaign Pays Her Back

By: Meghan Young - Published: Feb 1, 2012 • References: ddb and ibelieveinadv
May might still be a few months away, but it is never too early to start thinking of ways to celebrate the mothers of the world, and the New York Lottery Happy Mother's Day ad campaign offers a great idea. Banking on the dream of winning big, this campaign appeals to people's softer sides and asks them to dream big for the person who brought them into the world.

Conceived and executed by New York-based advertising agency DDB, the New York Lottery Happy Mother's Day ad campaign is comprised of two posters that show just how hard these particular women work. For instance, one reads, "The cost of raising a child is $222,360." Underneath, it urges sons and daughters to "Pay Her Back. No, Really. Pay Her Back."