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N.J. and Ray: Perfect Together
April 17, 2000
 Gráfica's new spots for the New Jersey Lottery feature, for the first time, the golden voice of singer Ray Charles.
The Chester, N.J., shop's campaign, which broke last week and includes radio and transit ads, features two 30-second TV spots touting the Lawrenceville, N.J., client's Pick 3 and Celebrating 30 Years — 2000 games.
As a woman plays a game in a store in one ad, a light envelops her in a dreamlike state, within which she enjoys a new home and yard. The other spot shows a man who, after the light shines, drives his own dream: a vintage car. During the action, Charles sings in his unique way. The new tag: "For every dream, there's a jackpot."
"This was a whole new direction for New Jersey Lottery as well as lottery advertising as a whole," said Creative Director Jon Harcharek. The challenge, he added, was showing real people with real dreams rather than the "over-the-top" humor often used in lottery ads.
Associate Creative Director Teresa Herd added that the intent was to appeal to a broader audience. Harcharek said using Charles' voice contributed to that effect.
Spots run on broadcast and cable TV through May. Spending on the effort is $1.6 million.
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