Meta: Targeted Campaigns - Hitting Jackpot Not Lost In Translation

Some things are the same in any language. Say, the fantasy of winning the lottery and parking your carcass for the next 50 years on Easy Street. Just ask members of the Hispanic community in the Sunshine state, the target audience for a kitschy new ad campaign from the Florida Lottery.

This is the second such effort from Miami-based Zubi Advertising, touting "five chances to win" through games like Fantasy 5 and Mega Ball. "We've been trying to set a tone by giving the ads some humor, and we want to reach younger players," said Emmie Vazquez, agency vp and creative director.

Puns apparently go over well in the Hispanic market. The print portion of the campaign (which picked up an ADDY on Feb. 28) includes ads shot in the agency's offices with the aid of "retired" actual Lotto balls, later blown up digitally. "You look tired," says No. 8. "Yeah," replies No. 15, "I've been rolling around all day."