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Western Canada Lottery breaks new commercial

The Western Canada Lottery Corporation has begun a new advertising campaign called “The Pursuit of Bigger.” The campaign, developed by McCann Calgary, promotes the corporation’s The Big Spin scratch-and-win ticket. It consists of a television commercial that depicts moments from history in which humanity attempted to do something “bigger.”

“Conceived before the pandemic, there were about three months where we thought this spot just couldn’t come to fruition,” said Mark Lovely, associate creative director at McCann Calgary. “But the production house, the director and our creative team never gave up on the dream. Collecting imagery, designing sets and sourcing props continued until we received the go-ahead to officially move into production.”

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