New Yorkers aren’t exactly trusting when a brand promises “more.” That’s the brilliant tension McCann New York plays with in “Nothing Up Our Sleeve,” a surreal, sleeves-up launch film for New York Lottery+ (NYL+), the program replacing Collect ‘N Win with richer perks, more ways to play, and more chances to win.
Directed by the Perlorian Brothers and produced by MJZ, the spot nails a very specific city vibe: a customer literally climbs up a bodega clerk’s sleeve looking for the catch—only to discover there isn’t one, just extra rewards.
The gag is gloriously odd, the tone bone-dry, and the casting authentically New York, letting the joke land without ever losing the product message. The campaign rolls out statewide to drive sign-ups, log-ins, and ticket entries for NYL+. Watch below:
McCann’s creative leads frame the idea as a wink to local skepticism: take the instinct to read the fine print and turn it into a visual punchline. And while the film’s humor goes delightfully off the rails, the communication stays crisp—NYL+ gives you more, full stop, no trick cards hidden up anybody’s sleeve.
CREDITS:
BRAND: New York State Lottery
AGENCY: McCann North America
- Chief Creative Officer: Britt Nolan
- Executive Creative Directors: Leo Barbosa, Cuanan Cronwright
- Group Creative Directors: Jacopo Biorcio, Danny Price
- Associate Creative Directors: Samantha Aldeborgh, Julia Waicberg
- Art Director: Ashlyn Elggren
- Copywriter: Blythe Broadbin
- Chief Production Officer: Joe Calabrese
- Executive Producers: Seth Tabor, MJ Soler
- Business Affairs Manager: Karen Phillips
- Vice President: Emely Perez
- Managing Partner: Nadine Falco
- Group Account Director: Nancy Tynan
- Account Director: TJ Daigler
- Account Supervisor: Marina Quagliato
- Strategy Directors: Deanna Meyer, Elise Rodriguez
PRODUCTION COMPANY: MJZ
- Director: The Perlorian Brothers
- President: David Zander
- Executive Producer: Eriks Krumins
- Head of Production: Marthinus Lamprecht
- Line Producer: Josh Porter
POST/VFX: Parliament
- VFX Supervisor: James Mulholland
- Producer: Krystle Timm
POST/COLOR: Company 3 New York
- Colorist: Tim Masick
- Producer: Colleen Valentino
EDIT: Cosmo Street
- Editor: Lawrence Young
- Edit Assistant: George Irizarry
- Executive Producer: Luiza Naritomi
- Producer: Colby Eaton
Colin Costello is the West Coast Editor of Reel 360 News and a ridiculous Phillies and Eagles fan. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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