Dude. You heard about that gnarly heavy metal band, Black Titanium?
JSM Music released the debut EP on Spotify on Tuesday. 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 million.
The lottery partnered with 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 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.
This story first appeared on campaignlive.com.