How Many Ways Can You Spell Money?

Advertiser: California Lottery Commission

Agency: Grey Advertising West, Los Angeles

Challenge: Find a new way to generate interest in the lottery.

The Ads: A series of TV ads shows how various people react when they learn they’ve won the lottery. A man freezes when he phones his wife. Female co-workers gather in the ladies’ room to share the news. A mother dances quietly at home with her young daughter.

Result: The last batch of ads, from the commission’s previous agency, J. Walter Thompson, San Francisco, focused on how winning changes lives. How many different ways can you pitch the lottery? $$

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Ads are rated from $ to $$$$, based on probable effectiveness and tastefulness, with $$$$ being the best.