Two New Illinois Lottery TV Spots Use Subtle Humor To Illustrate ‘Anything’s Possible’

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

Chicago, IL – January 17, 2013 – Building on its “Anything’s Possible” brand message, the Illinois Lottery recently debuted two new television commercials developed by its award-winning agency of record, Downtown Partners Chicago.  The commercials depict husbands and wives in familiar shopping and home-life situations with surprising, humorous outcomes.

The first commercial, entitled “Socks,” shows a man contemplating tossing his worn socks into the hamper, instead of leaving his socks on the floor. In this spot, we see him get up, walk a few steps and actually place his soiled socks in the hamper, proving to his wife – who is secretly watching nearby – that anything ispossible. This commercial was filmed at a private residence in Oak Park, IL.

The second commercial, “Shopping,” was shot at Denim Lounge on Chicago’s near north side. It shows two men somewhat reluctantly accompanying their wives on a shopping trip for jeans.  While one guy waits and waits for his wife to find the perfect jeans, the second man sports an anything’s-possible smile as he watches his wife immediately select a pair of jeans and—without even trying them on—head straight for the cashier.

 “What’s great about these commercials is everyone can relate to them in some fashion,” said Michael Jones, Superintendent of the Illinois Lottery. “They’re intelligent, funny and effective in reinforcing the Lottery’s ‘Anything’s Possible’ tagline. And, they were filmed in the State of Illinois.”  

“We wanted to show that on any given day the seemingly improbable is indeed possible,” said Jim Schmidt, Partner and Creative Director at Downtown Partners Chicago, “and do so in a way that is imminently relatable."

Downtown Partners Chicago has been instrumental in the rebranding of the Illinois Lottery through its innovative advertising. The “Anything’s Possible” branding campaign was recognized for both originality and effectiveness earlier this year by the North American Association of State and Provincial Lotteries and the World Lottery Association at their biannual convention in Montreal, earning a Batchy Award. The award was created 25 years ago by current Lottery Superintendent, Michael Jones, to recognize and promote great creative advertising, and named after Illinois’ first Lottery chief executive, Ralph Batch.


About Illinois Lottery

Founded in 1974, the Illinois Lottery has contributed over $20 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 and to special causes like Illinois Veterans, the fight against breast cancer, MS research, and assistance for people living with HIV/AIDS. In addition to playing in-store, the Illinois Lottery offers online and mobile play for Mega Millions, Powerball and Lotto at Players must be at least 18 years old.