A humorous new DC Lottery advertising campaign by MDB Communications highlights how lives are impacted when the cliché response “…unless I win the lottery…” actually happens.

DC-based MDB Communications, long-time agency-of-record for the DC Lottery, developed the new advertising that breaks on Feb 9. The :30 TV and online commercials feature game-show jingle music and amusing expressions featuring the happiness of lottery winners—and the befuddlement of people left behind—when winners disappear after they really do win the lottery.

“The phrase ‘…unless I win the lottery…’ is a catchphrase we’ve all heard a million times, without really expecting it to happen and change anyone’s plans,” said Richard Coad, chief creative officer for MDB Communications. “Making this caveat cliché into a real-life situation highlights how buying a DC Lottery ticket could free someone from their mundane commitments in an instant, to their delight and the dismay of those who don’t play.”

“The DC Lottery is ‘tickled’ to present this new campaign to the marketplace. It combines humor, hope, and happiness—a winning combination brought to life!” said Buddy Roogow, executive director of the DC Lottery.

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