Commonground makes its debut as agency for Illinois Lottery with Super
2, 2012) Chicago-based ad agency, commonground, will unveil its first
television creative for its newest client, the Illinois Lottery, during
this weekend's Super Bowl XLVI broadcast. The 30-second spot will be
seen state-wide in seven markets during the highly anticipated NFL
Championship game between the New England Patroits and N.Y. Giants.
The spot, entitled "Big Dreams," touts a refreshed version of Powerball
game which premieres this Sunday across Illinois. Lottery officials say
the game will create more millionaires by offering more million dollar
prizes. The revamped game will start each jackpot at $40,000,000 and
offer players slightly better overall odds.
"The re-launch of Powerball gave the Illinois Lottery an opportunity to
see what one of the outstanding creative agencies in the state,
commonground, could do with a significant marketing challenge.
Communicating a change in price and prizes is complicated, but they made
it simple and visually beautiful," said Michael Jones, Superintendent of
the Illinois Lottery.
Commonground was awarded the multicultural Illinois Lottery business
during the fourth quarter of 2011. "Commonground was excited to be given
the assignment to announce the new Powerball changes to all the people
of Illinois. We are also thrilled to work with the Illinois Lottery's
marketing team," said commonground co-founder and managing partner,
Sherman Wright, "We had read of big changes going on with the lottery's
creative point of view and were honored to be part of that effort."
The Powerball commercial, produced by Optimus (Chicago), began
production at the close of December in downstate Illinois. Creative is
lead by commonground. The diverse advertising agency was awarded the
multicultural Illinois Lottery business during the fourth quarter of
Wright also mentions how the Powerball spot journeys through several
Illinois towns and landmarks in the actual commercial spot. Illinois
Lottery partners, OMD lead the media buy and Optimus directed
production, talent and casting.
Founded in 2004 by Sherman Wright and Ahmad Islam, commonground has
grown from four to more than 70 employees in the nearly eight years
since its inception. The agency’s portfolio includes such clients as The
Illinois Lottery, The Coca-Cola Company, Miller Coors, Bacardi USA,
American Family Insurance, Nike, Jordan Brand, Wrigley and Baxter.
commonground offers clients an integrated scope of services including
brand strategy, cultural consulting, account planning, advertising,
event marketing, consumer promotion, shopper marketing, digital/mobile
solutions, content and property development.
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