This Amusing NY Lottery Ad Imagines a Heavy Metal Band with Heavy Metal Instruments

'Black Titanium' sounds like it could be the name of any number of things. A high-tech smartphone. A fancy cologne. Even an intense heavy metal band. But none of those are as big as what Black Titanium actually is – a new Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000. This campaign, by McCann New York, defines exactly what Black Titanium is, by stating what it isn’t.

The TV spot, directed by Matt Aselton, imagines what Black Titanium would be like as a heavy metal band. JSM collaborated with the agency on a Spotify album for the fake Black Titanium band, executing ads disguised as songs that 'had to be completely legit to the (heavy metal) genre'. Across social executions, the New York Lottery compares the high-jackpot Scratch-Off Game to other items that Black Titanium could be, like a premium credit card or a fancy cologne. All while reminding you that it isn’t any of those things. It’s a new Scratch-Off Game. And it’s big.