Loto-Quebec has begun an advertising campaign in support of a new scratch lottery called 100 Millions Extravaganza. The campaign, developed by Lg2, includes a 30-second French-language television commercial in which two men buy a lottery ticket at a corner store and immediately enter a hip hop-style video. The initiative also makes use of English-language closed captioning, pre–roll ads, an extended online video of the commercial, a website, outdoor advertising from Zoom Media and point-of-sale materials. "The idea of a music video fits well with the personality of this new scratch lottery," said Martine Adam, department manager for advertising and business communications at Loto-Quebec. "The unique format of the campaign also helps to differentiate the ticket from other lotteries and allows us to focus on the generous prizes."