The New York Lottery Instant Games have used the trademarked slogan “Good Things Happen in an Instant” since July 8, 2002. In 2011, Instant Games used the slogan “Be Ready>”
New York (NY) Times
Campaign Spotlight
It Only Takes an Instant, Lottery Ads Declare
By STUART ELLIOTT
Published: May 9, 2011
The lottery that contributed “Hey, you never know” to the lengthy list of memorable advertising catch phrases vernacular is hoping to do it again, with a new slogan for its scratch-off games.
The slogan is the centerpiece of a campaign that formally begins this week for the New York Lottery. The campaign, by DDB New York, carries the theme “Be ready” — not to be confused, presumably, with hit songs like “Get Ready” or “People Get Ready” or the Boy Scout motto, “Be prepared.”
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That is underlined by a decision to use “Be ready” as an umbrella theme and keep a previous tag line, “Good things happen in an instant.”
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All the spots end with the words “Good things happen in an instant” appearing on screen, followed by the theme “Be ready” and this advice: “Play instant games.”
Breaking Copy
When the commercial makes the song
Jun 20, 2011 8:00 am
Watch TV in New York? I bet you’ve had a certain song stuck your head. It’s from a commercial for scratch-off lottery tickets, it’s totally infectious, and it goes, “Are you all you ready, are you ready, get set, are ready get set, are you ready?” Here’s the commercial I’m talking about:
This is part of a print and TV campaign for the New York Lottery which started running in May. Created by DDB New York, the ad is called “Any Minute Now” and includes the copy lines “Good things happen in an instant,” and “Be ready. Play instant games.”
(Trademark)
Word Mark GOOD THINGS HAPPEN IN AN INSTANT
Goods and Services IC 041. US 100 101 107. G & S: lottery services and lotto game services. FIRST USE: 20020708. FIRST USE IN COMMERCE: 20020708
Mark Drawing Code (1) TYPED DRAWING
Serial Number 76436110
Filing Date July 30, 2002
Current Filing Basis 1A
Original Filing Basis 1B
Published for Opposition March 11, 2003
Change In Registration CHANGE IN REGISTRATION HAS OCCURRED
Registration Number 2807316
Registration Date January 20, 2004
Owner (REGISTRANT) NEW YORK STATE DIVISION OF THE LOTTERY STATE AGENCY NEW YORK One Broadway Center Schenectady NEW YORK 12301
Attorney of Record Jeffrey C. Katz
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR).
Live/Dead Indicator LIVE
Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006. Now a Popeyes fast food restaurant on Google Maps.
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Above, Big Apple Corner at 54th Street and Broadway in Manhattan. Google Maps. Stolen and missing, 2021-2024.
Above, John J. Fitz Gerald, from the Aug. 15, 1931, Binghamton (NY) Press, pg. 14.
Listen to Robert Emmerich introduce "The Big Apple," a hit song from 1937. Music written by Bob and performed by Tommy Dorsey's Clambake Seven with Bob on piano. Lyrics written by Buddy Bernier and sung by Edythe Wright. Audio provided by Dorothy Emmerich.
Also listen to a 1937 "The Big Apple" song by Ozzie Nelson and his Orchestra. See a 1929 photo of John J. Fitz Gerald and a 1931 photo of John J. Fitz Gerald.
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