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.


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


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


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 worked in New York, London, Amsterdam, Copenhagen and Stockholm.