AUCKLAND, Today: Lotto New Zealand and DDB Aotearoa are back with the seventh Powerball Imagine campaign — and this time, it’s stripping away the drama and turning up the fun.
The new ad leans into the promises we all make when fantasising about a Powerball win — the kind you never think you’ll actually have to follow through on.
Unlike previous cinematic epics, this year’s spot dials up the humour with a simple premise: one Kiwi wins big, and keeps his promise to go full birthday suit on the ski slopes.
And yes, he brings his mates along to watch it happen.
“We’ve all had those ‘what if’ chats. And we loved the idea of what happens when someone takes one of those longed after ideas and makes it a reality.” – Gary Steele
“We’ve all had those ‘what if’ chats,” says Gary Steele, Chief Creative Officer at DDB Aotearoa. “And we loved the idea of what happens when someone takes one of those longed after ideas and makes it a reality. Like a nudie run through the snow, we wanted to make this campaign totally unforgettable.”
Lotto NZ’s Chief Marketing Officer Leah Neilson says the new direction is a deliberate, joy-fuelled shift. “We know from our research that consumers are seeking more playfulness and humour from brands, so we decided to embrace that, telling a simpler, yet still epic, story that amps up the fun,” Neilson said.
“This campaign is all about celebrating the joy and generosity that comes with dreaming big – and often, the most important part of a win is following through. In a first for Imagine, a well-known music track from the 90s joins our winner along the journey, so keep your ears peeled!”
The ad premieres after Saturday night’s live Lotto draw on TVNZ 1 and rolls out nationwide from June 1.
CREDITS
Lotto NZ
Leah Neilson: Chief Marketing Officer
Genna Duff: Head of Brand
DDB Aotearoa
Executive Creative Director: Gary Steele
Creative Director: Freddie Coltart
Creative Director: Matt Williams
Business Partner: Zofia Wereszczynska
Head of Business Management: Kate Lines
Lead Integrated Producer: Claire Colohan
Executive Producer: Judy Thompson
Joint Head of Planning: Laura Davies
Planner: Natassja Cox
Good Oil
Director: Joel Kefali
Executive Producer: Andrew Mclean
Managing Director: George Mackenzie
DOP: Ziga Zupancic
Editor: Lucas Baynes @ ARC
Colourist: Matic Prusnik
VFX Artist: Stu Bedford
Mr+Positive (Line Production)
Executive Producer: Peter Grasse
Photographer: Irwin Wong
Liquid Studios
Sound Design: Craig Matuschka
Music Editor: Peter Van Der Fluit
Franklin Rd Music & Sound
Music Licensing: Jonathan Mihaljevich
Media Agency: PHD New Zealand
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