# Mom-Celebrating Lotto Ads The New York Lottery Happy Mother's Day Campaign Pays Her Back By Meghan Young | Published 2012-02-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/new-york-lottery-happy-mother-s-day References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/01/new-york-lottery-mothers-day-cost-therapist-million-bucks/) & [ddb](http://ddb.com) 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](https://www.trendhunter.com/trends/chief-mom-officer), 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](https://www.trendhunter.com/trends/cargurus-latest-ad), the New York Lottery Happy Mother's Day ad campaign is comprised of [two posters](https://www.trendhunter.com/trends/og-influencers) 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." ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 50% | Activity: 53% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Emotional Advertising:** Using emotional appeals in advertising campaigns to evoke strong connections with consumers. - **Holiday Marketing:** Creating campaigns centered around specific holidays to engage with consumers and encourage brand recognition and loyalty. - **Dream and Aspiration Activation:** Leveraging dreams and aspirations of consumers to drive engagement and motivate action. ### Where This Applies - **Lottery:** The lottery industry can explore innovative ways to tap into emotional connections and aspirations of players to increase ticket sales. - **Advertising:** The advertising industry has the opportunity to develop unique and impactful campaigns that appeal to consumers' emotions, generating stronger brand connections. - **Parenting:** The parenting industry can create marketing strategies that highlight the value and sacrifices of mothers, appealing to consumers on an emotional level. ## Related on Trend Hunter - [Humorous Mother's Day Campaigns](https://www.trendhunter.com/trends/gift-glow-up-shop.md) - [Authentic Mother's Day Commercials](https://www.trendhunter.com/trends/amazon-boxes.md) - [Emotional Mothers Day Ads](https://www.trendhunter.com/trends/apples-mothers-day.md) - [Life Assistant Campaigns](https://www.trendhunter.com/trends/doordad.md) - [Mother’s Day Spa Giveaways](https://www.trendhunter.com/trends/dove-chocolate-1.md) - [Mother's Day Wine Promotions](https://www.trendhunter.com/trends/call-mom-win-bubbles.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md) - [Kid-Friendly Gift Currencies](https://www.trendhunter.com/trends/kid-currency.md) - [Collaboration Mother's Day Campaigns](https://www.trendhunter.com/trends/jergens-skincare.md)