Giant billboards with the single word “Believe” have appeared all over California leading up to the launch, and here it is, the powerball snowfall. Believe in something bigger. A god? The fall of the Berlin Wall? The power of women demonstrating for the right to vote? Or you know, just a lot of white balls falling from the sky like slow-mo snow when a choir sings their version of "California Dreaming". See, I don't have a problem with this spot*, it's full of beautyshots, isn't all Sony Bravia, and ends with the one lucky guy catching the red ball in the end. In short, it's pretty and builds a lottery up to being awesome, but a step away from the usual humor strategy.

* I do have a problem with the billboards.


Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
Art Director: Todd Rone Parker
Copywriter: Daniel Kelly

Head of Production: Carol Lombard
Executive Producer: Christopher Coleman
Sr. Producer: Nicolette Spencer
Digital Producer: Diego de la Maza
Associate Digital Producer: Erica Tremblay

Managing Partner, Director of Client Services: Brian Dunbar
Account Director: Stacia Parseghian
Account Supervisor: Janet Wang


Production Company: Independent Media
Director/DP: Janusz Kaminiski
Executive Producer: Susanne Preissler
Head of Production: Marc Seigel

Editorial: Spinach
Editor: Lucas Eskin
Assistant Editor: Richard Gonzalez
Producer: Jonathan Carpio

Color: Technicolor
Senior Colorist: Sparkle
Visual FX: Method
VFX Supervisor: Jason Schugardt
Executive Producer: Stephanie Gilgar
Producer: Pip Malone
Co-ordinator: Zack Whitley
Lead Flame: Mark Renton
Lead Nuke: Chris Bankoff
Compositing: Zach Cole, Ivy Depies
Roto: Mark Duckworth, Kenneth Lui, Scott Crafford
Paint: Pam Gonzales
Matte Painting: Darin Hilton
FX: Arrev Chatikian, Travis Harkleroad, Calin Casian
Lighting: Jesse Amadio, Denis Gauthier
Tracking: Juan Colon, Shelby Strong, Apirak Kamjan
Mix: Margarita Mix
Mixer: Nathan Dubin

Music: California Dreamin’
Artist: Scala and Kolacny Brothers


Rich Media / Believe Microsite
Production Company: Unit 9
Head of Production: Valentina Culatti
Executive Producer: Emmanuel Saccoccini
Producer: Jenny Lam
Technical Lead: David Hartono


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.