Illinois Lottery Launches New Campaign
to Introduce Pick 3 and Pick 4 plus Fireball™ Feature

For Immediate Release Contact: DPC:  Julie Sestan 312-552-5803 (office)
NS Lottery: Chanele Newton 312-368-5814 (office)


Chicago, IL – August 30, 2013 – The Illinois Lottery will debut a new advertising campaign next week featuring a television commercial developed by its award-winning agency of record, Downtown Partners Chicago, to help promote its Pick 3 and Pick 4 plus Fireball games. 

To help launch the games, debuting on September 1, the new commercial depicts Lottery play slips coming to life with humorous banter between the numbers on the slip and the plus Fireball. This commercial was filmed at Essanay Studio & Lighting – a soundstage located in Chicago, Illinois.

“We wanted to introduce this new feature in a way that would be fresh, funny and relatable to Lottery players,” said Francesco Parola, VP of Sales and Marketing for Northstar Lottery Group. “This commercial definitely fits the bill.”

"Lottery commercials are always a lot of fun to create," said Jim Schmidt, partner and creative director at Downtown Partners Chicago, "and this one especially so, as we created unique, memorable characters for the individual numbers."

Plus Fireball gives players an opportunity to get an extra number drawn to improve chances of winning Pick 3 and Pick 4.  Click the highlighted text to view how-to-play video and player FAQ’s to learn more about Pick 3 and Pick 4 plus Fireball.

The Pick 3 and Pick 4 plus Fireball advertising campaign will also feature refreshed point-of-sale advertising materials along with digital advertising, radio spots and promotional events.

Downtown Partners Chicago has been instrumental in the rebranding of the Illinois Lottery through its innovative commercial and radio spots. The Anything’s Possible brainchild was recognized as an industry leader last year by the North American Association of State and Provincial Lotteries (NASPL) and the World Lottery Association (WLA), earning a Batchy Award. The award was created 25 years ago by current Lottery Director, Michael Jones to recognize and promote great creative advertising, and named after Illinois’ first Lottery chief executive, Ralph Batch.

Click here to view the Illinois Lottery’s new commercial


Advertising Credits:

Production Company: 1st Ave. Machine (based in Brooklyn, NY)

Director(s): Team D.A.D.D.Y. (partners Mike Ahern and Edna Loughman)

Producer: Carol King

Creative Director/Copywriter: Dan Consiglio, Downtown Partners Chicago

Creative Director/Art Director: Amy Ditchman, Downtown Partners Chicago



#2 - Tim Kazurinksy  

#3 - Felicia Fields 

#7 - Ed Flynn 

#8 - Lillian Castillo  

Fireball - Joey Romaine 


About Illinois Lottery:

Founded in 1974, the Illinois Lottery has contributed $18 billion to the state’s Common School Fund to assist K-12 public schools, as well as hundreds of millions of dollars to the Capital Projects Fund. Players must be at least 18 years old.


About Downtown Partners:

Downtown Partners is a full service communications company that helps brands reach their audience in the most meaningful way possible.