STORY’s Andy Richter Hits the Jackpot for the Illinois Lottery

Author:
Publish date:

Comedian directs and acts in a new series of ads promoting super-sized payoffs.

Longtime Conan O’Brien sidekick Andy Richter recently stepped behind the camera to direct a series of ads for the Illinois Lottery. Produced by

STORY

for Downtown Partners Chicago, the ads are sequels to an earlier group of spots that Richter both directed and starred in as Gil Mitchell, an eccentric and elegantly coifed newsman tasked with informing Illinoisans about huge lottery jackpots.

In the new spots, Richter returns as Gil for more goofy hijinks. In one, he compares the Lottery’s “Super Jackpot” to an oversized toaster. In another, he conducts an “Eye on the Sky” simulation with a toy helicopter and Bronx cheer-style sound effects. Chicago Blackhawks star forward Patrick Sharp joins Richter in two spots, one centering on a one-sided beard-growing competition.

More Coffee

The scripts for the ads were written by Downtown Partners creative director Dan Consiglio, who then worked with Richter to hone the comedy. “Andy found the tone of the character really quickly,” Consiglio recalls. “It’s the nature of he business that he works in to pull together material really quickly, and that benefitted this process. He nailed the gags so fast.”

Richter compared crafting humor for the ads’ 15-second format to writing jokes for Twitter. “We really only had 12 seconds and had to pack our ideas into that brief time,” he recalls. “It’s similar to creating comedy bits for Conan. You work within the constraints and make it as funny as you can. So much of it is timing.”

Richter began directing commercials through STORY a couple of years ago, scheduling advertising assignments around his commitments to Conan. For the comedian, who as a young man worked in commercials as a Chicago-area production assistant, directing ads has become a second love. “I really enjoy working back in Chicago,” he says. “There were people on the production whom I’d worked with 25 years ago.”

Illinois Lottery’s Gil Mitchell campaign has been extremely popular and has done a great job in drawing attention to the game’s giant jackpots. Richter doesn’t know what the future holds for his newsman alter-ego, but he is enjoying the ride. “They’re a little odd,” he says of the ads, “but they do stand out.”

Consiglio agrees, noting that it’s been an enjoyable campaign all around. “STORY’s openness and attention to detail was very helpful,” he says. “That, and Andy’s down-to-earth, Midwestern attitude, made it easy and fun. That’s how it should be.”

STORY is represented on the East Coast by SuperPowers (646) 633-4578; in the Midwest by Dawn Ratcliffe (312) 491-9194, in the Southeast by Miller + Associates, (954) 563-6004; in the Southwest by Gossip!, (214) 288-2813 and on the West Coast by Sherry Howell, (213) 999-9879.

For more information, visit

http://www.storyco.tv/

Credits

Titles:

More Coffee

,

Gil’s Chair

,

Flying Car

,

Toaster

,

Chopper

,

Playoff Beard

,

Gear

Client: Illinois Lottery Agency: Downtown Partners Chicago. Dan Consiglio, Creative Director/Copywriter. Production: STORY. Andy Richter, Director; Mark Androw and Cliff Grant, Executive Producers. Editorial: Optimus, Chicago. Randy Palmer, editor; Brian Hraster, producer.

Related

Blackmagic Design Announces New Blackmagic Audio Monitor 12G

Blackmagic Design Announces New Blackmagic Audio Monitor 12G

Blackmagic Design today announced Blackmagic Audio Monitor 12G, a new, upgraded model of its extremely popular rack mount audio monitoring solution. The new Blackmagic Audio Monitor 12G features 12G-SDI video input, HDMI output, analog and AES/EBU inputs, a powerful class D amplifier, dual subwoofers, extended range speakers, an LCD and precision meters that can display VU, PPM and Loudness ballistic scales.

Blackmagic Design Announces DaVinci Resolve 15.2

Blackmagic Design Announces DaVinci Resolve 15.2

Blackmagic Design today announced DaVinci Resolve 15.2, a major update to its editing, color correction, visual effects and professional audio post production software. DaVinci Resolve 15.2 has been designed based on feedback from professional customers around the world. It includes over 30 new features that simplify and streamline everyday tasks so editors, colorists and sound engineers can work even faster.

EditShare Jumps Into The Game With Ubisoft Montréal

EditShare is helping UbiSoft Montreal meet the demands of live capture, editing and real-time playback of up to 4K content with its enterprise EditShare XStream EFS 450 shared storage solutions and integrated EditShare Geevs video servers which support up to 4 concurrent ingest and playout streams.