New York Lottery Has More Up Its Sleeve With NYL+

The latest campaign from the New York Lottery and McCann New York launched this week. The spot, titled 'Nothing Up Our Sleeve,' introduces New York Lottery+ (NYL+), a new program that replaces Collect ‘N Win with enhanced benefits, more ways to play, and more chances to win. Running across New York, the campaign is designed to drive awareness and encourage new registrations, log-ins, and ticket entries.

At the heart of the work is a classic piece of New York scepticism: people here don’t just accept 'more' without looking for the fine print. The film flips that instinct into a surreal gag when a customer literally climbs up a clerk’s sleeve to check for a catch--only to find nothing but extra rewards. It’s a playful way of saying that with NYL+, New Yorkers really do get more, without any tricks.

Directed by the Perlorian Brothers--an award-winning duo known for their offbeat, visually inventive storytelling--the spot leans into absurd humour while keeping the message clear. Authentic casting adds to the charm, with true New Yorkers bringing a dry wit and comic timing to the clerk and customer roles.

“This ad takes a classic New Yorker’s skepticism and turns it into a humorous visual–literally climbing up someone’s sleeve. It’s the perfect way to show that with New York Lottery+, what you see is what you get: more rewards, no catch.” said Cuanan Cronwright and Leo Barbosa, EVP ECD, McCann New York

”This ad is all about introducing a new product, so there’s a lot of information to deliver. We love how the spot says everything we need to while entertaining viewers with an absurd visual gag.” commented Sam Aldeborgh and Julia Waicberg, associate creative directors, McCann New York