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Western Canada Lottery Corporation breaks new campaign

The Western Canada Lottery Corporation has begun a new advertising campaign promoting its Scratch 'n Win tickets. The campaign, developed by Venture Communications of Calgary, consists of television, radio, print and point-of-sale advertising. The TV commercial feature competitive eater Takeru Kobayashi, who has won the Coney Island Hot Dog Eating Contest six years running. The commercial depicts a hot dog eating contest in which one of Kobayashi's opponents eats a large pile of hot dogs in one swallow, signifying his desire to win quickly. "The Quick Play lineup of scratch games offer people the chance to play and win without taking a lot of time," said Leah Zukowski, senior art director at Venture. "Our TV spot plays this up with a Hot Dog eating contest that finishes much quicker that even Kobayashi is used to. It was great to work with Takeru and everyone on set walked away with a real appreciation for his skills." The campaign will run in Alberta, Saskatchewan and Manitoba for the six weeks.

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