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