Strategy is a funny thing. You need enough of it to give your campaign meaning and purpose, but not so much that it becomes a set of handcuffs that prevents you from doing work that stands out.
That's what I'm trying to figure out about this spot for the New York Lottery. Is there a strategy here somewhere or just a spot that's supposed to remind people the lottery exists?
If the strategy is to communicate how big the winning are, I guess it works. "The New York Mega Millions jackpot is now millions of dollars. That's millions and millions of dollars." Uh, yeah. That's why the game is called Mega Millions. But there's nothing really new here.
If the strategy is to attract new, younger players to the lottery, however, then the zombie story might make some sense. After all, Walking Dead and other movies, shows and events featuring the undead are pretty hot right now.
Which is it? I'm hoping it's the latter, but I'm guessing it's the former. We'd have to see the creative brief to know.