Giant billboards with the single word “Believe” have appeared all over California leading up to the launch, and here it is, the powerball snowfall. Believe in something bigger. A god? The fall of the Berlin Wall? The power of women demonstrating for the right to vote? Or you know, just a lot of white balls falling from the sky like slow-mo snow when a choir sings their version of "California Dreaming". See, I don't have a problem with this spot*, it's full of beautyshots, isn't all Sony Bravia, and ends with the one lucky guy catching the red ball in the end. In short, it's pretty and builds a lottery up to being awesome, but a step away from the usual humor strategy.

* I do have a problem with the billboards.

DAVID & GOLIATH: Chief Creative Officer: David Angelo Executive Creative Director: Colin Jeffery Art Director: Todd Rone Parker Copywriter: Daniel Kelly Head of Production: Carol Lombard Executive Producer: Christopher Coleman Sr. Producer: Nicolette Spencer Digital Producer: Diego de la Maza Associate Digital Producer: Erica Tremblay Managing Partner, Director of Client Services: Brian Dunbar Account Director: Stacia Parseghian Account Supervisor: Janet Wang TV PRODUCTION: Production Company: Independent Media Director/DP: Janusz Kaminiski Executive Producer: Susanne Preissler Head of Production: Marc Seigel Editorial: Spinach Editor: Lucas Eskin Assistant Editor: Richard Gonzalez Producer: Jonathan Carpio Color: Technicolor Senior Colorist: Sparkle Visual FX: Method VFX Supervisor: Jason Schugardt Executive Producer: Stephanie Gilgar Producer: Pip Malone Co-ordinator: Zack Whitley Lead Flame: Mark Renton Lead Nuke: Chris Bankoff Compositing: Zach Cole, Ivy Depies Roto: Mark Duckworth, Kenneth Lui, Scott Crafford Paint: Pam Gonzales Matte Painting: Darin Hilton FX: Arrev Chatikian, Travis Harkleroad, Calin Casian Lighting: Jesse Amadio, Denis Gauthier Tracking: Juan Colon, Shelby Strong, Apirak Kamjan Mix: Margarita Mix Mixer: Nathan Dubin Music: California Dreamin’ Artist: Scala and Kolacny Brothers ONLINE PRODUCTION: Rich Media / Believe Microsite Production Company: Unit 9 Head of Production: Valentina Culatti Executive Producer: Emmanuel Saccoccini Producer: Jenny Lam Technical Lead: David Hartono
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.