Ontario To Get New Poker Lotto Game

The Ontario Lottery has embarked on a creative campaign using monarch bullies to promote its new poker lottery game. The campaign which is being billed by Due North Communications, the creator, is billed as a solution to what it calls “poker intimidation”.

The TV adverts, which I’ve embedded at the end of this post, features three young men in a car, merrily laughing as they drive down the road, where they stop at a light and a car suddenly, stop next to them. In the car are two kings who sit in the front seat and taunt the men, somewhat reminiscent of a school bully. The rear window then goes down and a king in the back seat bares his teeth at the men.

In addition to the TV spot, there are two radio adverts as well, in which they are presented as breaking news bulletins, with the announcer warning listeners about people dressed in royal garb intimidating local citizens.

Anyone seen this adverts or this campaign in action? What are your thoughts on it?