Minnesota Lottery Pays Homage to 'Jaws' in New Campaign

Minnesota Lottery, together with creative agency Betty, unveiled its latest campaign that takes inspiration from a classic Steven Spielberg thriller.

The new 'JAWS'-themed scratch game makes use of themes and imagery from the 1975 film to give a similar look and feel to its new campaign. 

However, because of this, the agency made it a point to incorporate aspects unique to the U.S. state and keep the Minnesota Lottery branding evident throughout its promotional materials. 

This marketing approach manifests in a 30-second hero spot and a one-minute cinematic introduction produced by Rodeo Show and directed by Esteban 'Steve' Petersen.

"We designed the shots and plotted the story more as a tongue-in-cheek homage to Spielberg and JAWS, rather than a frame-by-frame copy or parody," explained the director. 

"We kept the emphasis on playing into the tropes of thriller movies to sell the comedic twist at the end while taking every opportunity to make it feel very Minnesotan, where our beach is on a lake," he added.

Furthermore, Esteban, the agency, and the production team experienced challenges in bringing the summer advert to life, having shot scenes at the lake when Minnesota was experiencing chilly days in the dead of winter. 

Think you have to dive deep for fun? JAWS is available at your local retailer. Getting in the water not required 🤿 pic.twitter.com/q4YvY8Lnw3

— Minnesota Lottery (@mnlottery) July 11, 2024

Despite this, Esteban shares that it was a "fin-tastic experience."

Katie Walker, Rodeo Show's executive producer, couldn't agree more, revealing that the magnitude of the shoot "required an all-hands-on-deck crew," which built better creative harmony between Esteban, Betty, and the production team "to ensure the spot felt big and cinematic to sell the gag."

Video production is more than just filming and editing footage.

It's a creative and technical process that, when executed well, will have the ability to entertain, educate, and engage viewers through impactful content.

'Jaws' Never Gets Old

The 30-second spot kickstarts by the shore, when a beachgoer notices something from a distance. 

"Shark," another person yells, as the popular Jaws soundtrack starts to play in the background.

A hoard of people then begins to shout "shark" and leave the beach in a hurry. 

Turns out, the group was headed towards a convenience store, all eager to play Minnesota Lottery's JAWS scratch game.

Play the JAWS scratch game this summer. Don't let fun float you by. pic.twitter.com/fUOAOZdcFs

— Minnesota Lottery (@mnlottery) July 7, 2024

"We're gonna need a bigger counter," the cashier hilariously tells her partner. 

The spot ends with the narrator encouraging viewers to play and get the chance to win $100,000.

Relying on something that is considered to be a part of pop culture, such as the classic film "Jaws," is a great way to promote a new offering, as well as trigger positive feelings that will endear the brand to its audience, increase awareness, and widen its reach.

Sprite used a similar approach when it relaunched its "Obey Your Thirst" campaign by remaking its iconic 1994 ad featuring NBA legend Grant Hill and making it more relevant to Gen Zers with the help of rising star Anthony Edwards.

Editing by Katherine 'Makkie' Maclang