Pennsylvania Lottery

Scratching all the way to a billion dollars in sales.

Pennsylvania Lottery scratch-off games were tanking. People weren't playing them, and retailers didn't want to sell them. Enter Gus, the second-most famous groundhog in Pennsylvania. With his trademark line, “Keep on scratching,” Gus won over consumers and retailers alike while helping revive the games. During my time on the account, we produced more than 20 spots, helped propel the Pennsylvania Lottery to over $1 billion in sales and made it the fastest-growing lottery in the country. Gus continues to appear in Pennsylvania Lottery advertising today. Gus, Phil's got nothing on you, brother.