When it comes to doing scratch-off advertising for the Hoosier Lottery, things aren’t all fun and games. At B&Y, we take care of the entire campaign from beginning to end, making sure the excitement of playing scratch-off games comes across to the target audience. We aim for TV spots that are upbeat, exciting and play up the most important aspects of each ticket. With the “Muscle Car Money” TV spot, it was crucial to play up the main prize offered on the scratch-off ticket – a chance to win a muscle car. The commercial was full of masculine energy and featured real muscle cars driving past a couple of really excited fans. The spot was an adrenaline-filled 30 seconds that spoke to car enthusiasts everywhere.