These clever ads for Intersena Lotteries from Brazil use President Obama to show that that the odds of winning the lottery are higher than a black man being the president of the United States.
I love this original concept as well as its tagline: "Well, it is possible." The campaign also includes an ad that compares the probability of winning 14 Olympic gold medals to the probability of winning the lottery.
The ads were created by advertising agency DDB Brasil, São Paulo, Brazil with creative direction by Marcelo Reis, Guilherme Jahara, Rodolfo Sampaio, Julio Andery, and Sergio Valente. The copy was written by Adriano Matos.
Why This Trend Is Growing
- Clever Advertising
- Disruptive innovation opportunity: Explore creative ways to convey messages and capture audience attention through clever advertising techniques.
- Comparison Marketing
- Disruptive innovation opportunity: Utilize comparison marketing to illustrate the value or probability of a product/service by juxtaposing it with recognizable and relatable concepts.
- Probability-based Messaging
- Disruptive innovation opportunity: Incorporate statistical probabilities into messaging to provide customers with a unique perspective on the likelihood of certain outcomes.
Industries Being Reshaped
- Advertising
- Disruptive innovation opportunity: Innovate within the advertising industry by leveraging unconventional approaches to messaging and campaign concepts.
- Lottery
- Disruptive innovation opportunity: Develop lottery platforms that emphasize the probability aspect of winning, highlighting the feasibility and excitement of winning big.
- Marketing
- Disruptive innovation opportunity: Integrate probability-based messaging into marketing strategies to enhance customer engagement and create unique value propositions.
