# Miniature Armored Trucks Lottery Scratch Card Ad Shows That a Win is a Win By Vincent Salera | Published 2009-02-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/winvertsing-lottery-scratch-card-remind-people-that-its-not-the-amount-that References: [adsoftheworld](http://adsoftheworld.com/media/print/lottery_scratch_card_small) This ad for a [scratch-and-win lottery](https://www.trendhunter.com/trends/set-for-5-years-scratch-card) uses a very clever and [humorous way](https://www.trendhunter.com/trends/axe-campaign) to illustrate its tagline, “It’s not millions but it’s great money.” The use of the Barbie sized truck truly *drives* home the message of a smaller jackpot than we’re used to seeing on giant, multimillion-dollar lottery drawings. I love this ad, and I agree--any amount of money you win is always welcome. The ad was created by [advertising agency](https://www.trendhunter.com/trends/outdoor-advertising-campaign) GITAM BBDO, Tel Aviv, Israel with creative direction by Guy Bar, Danny Yakobowitch and Yuval Davidov. The concise copy was written by Orel Bitan and Asaf Katz. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 12% | Activity: 45% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: 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 ### What's Driving This Trend - **Miniature Advertising:** Disruptive innovation opportunity: Explore the use of miniatures in advertising campaigns to create impactful and memorable experiences. - **Humorous Marketing:** Disruptive innovation opportunity: Utilize humor in marketing to engage with audiences and create a positive brand perception. - **Alternative Jackpot Representation:** Disruptive innovation opportunity: Rethink traditional jackpot representations to stand out in a crowded lottery market. ### Who This Affects Most - **Advertising:** Disruptive innovation opportunity: Experiment with creative concepts and unconventional approaches to captivate audiences. - **Lottery:** Disruptive innovation opportunity: Introduce new ways to market and present lottery winnings to attract a broader range of players. - **Creative Agencies:** Disruptive innovation opportunity: Collaborate with clients to develop unique and attention-grabbing advertising strategies. ## Related on Trend Hunter - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Miniature Billboard Ads](https://www.trendhunter.com/trends/mini-media.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Cheeky Auto Campaigns](https://www.trendhunter.com/trends/he-got-money.md) - [Card-Style Game Soda Campaigns](https://www.trendhunter.com/trends/bottle-lotto-sweepstakes.md) - [Heist-Themed Cheese Ads](https://www.trendhunter.com/trends/maxi-babybel-ad.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Thoughtful Ice Cream Campaigns](https://www.trendhunter.com/trends/miniwinmonday.md) - [Cheesestring Trading Ads](https://www.trendhunter.com/trends/cheesestring-trading-ad.md)