Playing the X Series of Scratch-Offs from the New York Lottery gives people a chance to multiply their winnings. To announce the return of this popular game, New York Lottery highlights the unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things.At the center of the campaign is a 30-second TV spot from McCann New York that brings the classic home inventor to the present day, creating a timely character who has had a little too much time on his hands recently. Playing the X Series is the better way to multiply, but his above-average mechanical inclination makes him less inclined to take the easy route. For him, it’s all about his homemade sci-fi contraption—The Multiplier.The campaign will be carried across TV, radio, OOH, print, social and other digital executions beginning 11 January.CreditsMcCann New York Co-Chief Creative Officer: Tom MurphyCo-Chief Creative Officer: Sean BryanExecutive Creative Director: Mat BisherSVP Group Creative Director: Jason AshlockSVP Group Creative Director: Dominick BaccolloExecutive Creative Director: Marco MuñozSenior Art Director: Tim MinSenior Copywriter: David CappolinoSenior Copywriter: Randy CantuEVP Executive Account Director: Nikki MaizelSVP Group Account Director: Caroline FullerAccount Director: Molly VosslerAccount Director: Adriana EscarcegaSenior Account Executive: Carolyn MartinProject Manager: Michael GonzalezSVP Group Strategy Director: Laura FrankVP Strategy Director: Emily BrownChief Production Officer: Nathy AviramExecutive Producer: Cindi BlondellSVP Executive Music Producer: Eric JohnsonMusic Producer: Dan GrossBusiness Affairs: Natalie HernandezVP Director Talent Payment: Terry MarcelloTalent Payment Manager: Krenzy VergaraProductionProduction Company: Mssng PecesDirector: Conor ByrneManaging Partner: Brian LattLine Producer: Tyler ByrneDirector of Photography: Garrett HardyEdit: Cosmo StreetEditor: Aaron LangleyHead Of Production: Anne LaiVFX: IngenuityPost Production: SwitchColorColorist: Tim MasickMix: Sonic UnionAudio Engineer: Steve Rosen