The New York Lottery has launched a new brand campaign highlighting the possibilities of winning the lottery: “Can You Imagine?”
When You Imagine Winning, What Do You See?
New York Lottery unveils a colorful new brand platform, 'Can You Imagine?' The New York Lottery is launching its first major brand campaign in nearly a decade with “Can You Imagine?” from McCann New York, introducing an updated visual identity and a unifying tagline across its games
Earlier this year, McCann New York also created other notable promotions for the New York Lottery:
- "Multiply Your Benjamins" (January 2026): A commercial highlighting the $200x Multiplier Scratch-Off Games, where winners are followed by 11 Benjamin Franklin lookalikes.
- "Year of the Horse" (February 2026): A comedic, surreal spot created using AI and VFX, marking the Lunar New Year and promoting the $500,000 Year of the Horse scratch-off.
The New York Lottery has launched a new brand campaign highlighting the possibilities of winning the lottery: “Can You Imagine?”
Developed in conjunction with the New York Lottery’s advertising partner McCann New York, the “Can You Imagine?” campaign kicked off across statewide media on May 18, 2026. The campaign encourages New Yorkers to dream, tapping into the excitement New Yorker’s have felt between the purchase of a ticket and the revealing of the results, for nearly 60 years.
“Every New York Lottery ticket represents a world of possibility,” said New York State Gaming Commission Chair Brian O’Dwyer. “The chance for of-age New Yorkers to win life-changing money certainly lends itself to daydreaming, and this campaign captures that fun spirit.”
“New York runs on the belief that anything can happen,” said Britt Nolan, Chief Creative Officer McCann North America. “This campaign is built around that moment right before you scratch a ticket or hear the winning numbers announced, when your imagination takes over and anything feels possible. It’s a feeling every New Yorker knows."
The New York Lottery’s “Can You Imagine?” campaign kicks off with two 30-second spots filmed entirely in New York with local talent and professionals. The spots were directed by internationally acclaimed, award-winning duo Los Pérez (Tania Verduzco and Adrián Pérez of Biscuit Filmworks) with photography by esteemed photographer Todd Antony.
“Can You Imagine?” is built on the legacy of popular and fun New York Lottery taglines that have become everyday sayings across the state, such as “Hey, you never know…” and “All you need is a dollar and a dream.”
The New York Lottery continues to be North America's largest and most profitable Lottery, contributing $3.6 billion in fiscal year 2024-2025 to benefit public schools in New York State.
New Yorkers struggling with a gambling addiction, or who know someone who is, can call New York's toll-free confidential HOPEline at 1-877-8-HOPENY (1-877-846-7369), or text HOPENY (467369). Standard text rates may apply. To learn more about real-world gambling harms, visit https://oasas.ny.gov/prevention/gambling.
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https://gaming.ny.gov/news/new-york-lottery-ad-campaign-asks-new-yorkers-can-you-imagine?fbclid=IwY2xjawR_9lxleHRuA2FlbQIxMABicmlkETFndVY3NGN3c0hPZERZQ1hnc3J0YwZhcHBfaWQQMjIyMDM5MTc4ODIwMDg5MgABHvIibTsZ5cfLTN2dYDZ8TUxNl19KJk6Ay0nNALTw4n8FWHf7evHEx2QAoNol_aem_mG9SmhmMVvXDSYpNlAGZ_Q