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The Washington State Lottery

McCann Erickson, Seattle

[1.94.099]

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“Country Music,” “Golf” + “Beach” [00:30]# Money doesn’t have to change everything, the first spot for the Washington State Lottery tells us. It’s set in a kind of ludicrously German type of bar with a blond Valkyrie belting out a German version of the Tammy Wynette classic “Stand By Your Man” to the accompaniment of a Bavarian brass band. (That the song is not exactly wellk nown in Germany and that the German lyrics are translated literally from the original adds a weirdly funny note to the proceedings, though one the target audience will in all likelihood be unaware of.) An announcer reminds the audience that,” if you win that next big Lotto Jackpot, you can still enjoy country music. You’ll just have a lot more countries to choose from.” The other two spots in the series illustrate other advantages of winning at the Washington State Lottery. One focuses on an inept golfer reminding him that his lottery winnings can send him to an expensive golf camp. Then, after a series of bad shots, the announcer suggests, ” or maybe tennis camp.” The third spot depicts a tranquil ocean scene from the deck of an upscale beach house. The tableau is spoiled when a talkative neighbor intrudes. The announcer observes that” if you win that next big Lotto jackpot, you can afford a great vacation house right on the beach. And still have money left over for that fence.”

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"Country Music," "Golf" + "Beach" [00:30]# Money doesn't have to change everything, the first spot for the Washington State Lottery tells us. It's set in a kind of ludicrously German type of bar with a blond Valkyrie belting out a German version of the Tammy Wynette classic "Stand By Your Man" to the accompaniment of a Bavarian brass band. (That the song is not exactly wellk nown in Germany and that the German lyrics are translated literally from the original adds a weirdly funny note to the proceedings, though one the target audience will in all likelihood be unaware of.) An announcer reminds the audience that," if you win that next big Lotto Jackpot, you can still enjoy country music. You'll just have a lot more countries to choose from." The other two spots in the series illustrate other advantages of winning at the Washington State Lottery. One focuses on an inept golfer reminding him that his lottery winnings can send him to an expensive golf camp. Then, after a series of bad shots, the announcer suggests, " or maybe tennis camp." The third spot depicts a tranquil ocean scene from the deck of an upscale beach house. The tableau is spoiled when a talkative neighbor intrudes. The announcer observes that" if you win that next big Lotto jackpot, you can afford a great vacation house right on the beach. And still have money left over for that fence."

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