Dude. You heard about that gnarly heavy metal band, Black Titanium?
JSM Music released the debut EP on Spotify today. Only thing is, it’s not actually a band -- it’s a new Scratch-Off Game from the New York Lottery with a top prize of $10,000,000.
The lottery partnered with its agency of record, McCann New York, to devise a campaign that defines exactly what Black Titanium is, by stating what it isn’t.
A TV spot directed by Matt Aselton imagines what Black Titanium as a heavy metal band. The initiative was taken a step further with a JSM collaboration for a fake mini-album.
They’re ads disguised as songs. But don’t let that deter your ear holes -- the tunes are actually pretty legit, if you’re into that heavy metal thing.
Meanwhile, on social, the New York Lottery is comparing the high-jackpot Scratch-Off Game to other items that Black Titanium could be, like a premium credit card or a fancy cologne.