It's on this holiday season in California Lottery's latest campaign

It’s been said that the most exciting gifts are the ones you can play, especially when you find them in the most unexpected places. In its latest work for California Lottery, David&Goliath has created a fully-integrated campaign that continues the brand’s tradition of encouraging people to Give the Gift of Play with Scratchers as special gifts for the holiday season.

“With this campaign, we wanted to show that it’s the simple, unexpected moments of play that often give us the most joy and sometimes even inspire a healthy dose of fun competition,” said David Angelo, founder and creative chairman of David&Goliath. “Leaning into the strategic insight that ‘play’ is necessary for everyday life, we hope the campaign will inspire people to gift Scratchers to the special adults in their lives this holiday season.”

In the :30 Hide-N-Seek spot we see a crafty wife surprise her husband with holiday Scratchers in the most unexpected place, provoking his ‘oh, it’s on’ declaration and setting in motion a competitive game of hiding Scratchers in unlikely spaces. From a rolled yoga mat and ironing board to a tissue box and even a roving robot cleaner, each tries to out play the other.

“For many years, the California Lottery has delivered moments of joy and playfulness during what can often be a busy and stressful time of year,” said Sharon Allen, California Lottery Deputy Director of Sales & Marketing. “This year, we’re excited to continue that tradition with a fresh new creative take on our strategy of encouraging Californian adults to Give the Gift of Play with Scratchers.”

With media planning led by Horizon Media, :30 and :15 versions of Hide-N-Seek will run in English and Spanish in top TV markets including Los Angeles, San Francisco, Sacramento, San Diego, Fresno, Monterey-Salinas and Bakersfield, as well as statewide on streaming platforms including Hulu, Netflix, Peacock, MAX, and Paramount+. Placements will surprise viewers across prime tentpole and holiday programming such as iHeart Radio Jingle Ball, CMA Country Christmas, NBA Cup, NFL Sunday Night Football, and college football.

Also, :30 and :15 Asian-market commercials will run in Cantonese, Mandarin, Korean and Vietnamese on top-tier Asian-language stations during primetime slots for sports, news, drama, entertainment, lifestyle, and variety holiday shows in the Los Angeles and San Francisco markets.