DALLAS, Jan. 31 /PRNewswire/ -- When faced with the creative challenge of
demonstrating an "extra chance to win" for the Texas Lottery, advertising
agency TracyLocke developed a new television spot featuring a character who
could literally "jump at the chance" to win. Casting the part was another
challenge: The creative concept required a live kangaroo to deliver a
memorable and humorous performance that no animated character or human actor
could duplicate.
The Texas Lottery's new television ad, debuting Feb. 3, supports a new
add-on feature -- called Sum It Up -- to the Lottery's popular Pick 3 and new
Daily 4 games. When added to a Pick 3 or Daily 4 play, the player adds
another chance to win if the sum of the numbers chosen is the same as the sum
of the winning numbers. In the spot, the kangaroo represents an "extra chance
to win" for the lead character in his everyday life. Traveling with his owner
throughout the day, the kangaroo hops into another checkout line in the
supermarket to give the man another chance to find the fastest lane. At home,
the kangaroo places a second call to a live radio promotion to win the prize,
and later, at a wedding reception, the kangaroo's quick move helps catch the
bride's garter for his owner.
Filming in the Dallas area required not one, but two, live kangaroos to
capture the required footage. "Actors" Fesnick and Slurpee, who have appeared
in numerous television commercials and movies, drove from the West Coast to
participate in location shooting that included a Dallas grocery store and the
Dallas Arboretum for the wedding reception scene. The animals were trained
and supplied by Los Angeles-based Gentle Jungle, a reputable provider of
specialized animal services that has trained animals for six "Best Picture"
films: Out of Africa, Dances with Wolves, Forrest Gump, Titanic, Gladiator
and Lord of the Rings.
To support the new campaign, TracyLocke provided creative for television,
radio and point-of-sale. The television spot will air throughout Texas
beginning Feb. 3, including during the 2008 Super Bowl in certain markets.
TracyLocke has provided advertising services to the Texas Lottery for the past
five years.
The Texas Lottery's popular Pick 3 and Daily 4 games are played twice
daily. The Pick 3 game was launched in October 2003, and the Daily 4 game was
launched in October 2007.
About the Texas Lottery Commission
For more information about the Texas Lottery, please visit the official
Web site at http://www.txlottery.org or call 512-344-5000.
About TracyLocke
TracyLocke creates Ideas that move people to brands(TM) -- whether in
home, away from home or at retail. Part of Omnicom Group Inc. (NYSE: OMC),
the award-winning agency has a client roster that includes PepsiCo, Harrah's
Entertainment, YUM!, Kimberly-Clark, Nokia, Hershey's, Texas Lottery,
McIlhenny Co., 7-Eleven, and Del Monte. TracyLocke has five primary offices
in Dallas, Wilton, Conn., Bentonville, Ark., New York, and San Francisco, and
a vast network of field offices across the United States. For more
information, visit the company's web site at http://www.tracylocke.com.
SOURCE TracyLocke