The classic Pennsylvania Lottery Christmas commercial is back. We explain the beloved ad’s history.
“Snowfall,” the Pennsylvania Lottery’s beloved ad that parodies “The Twelve Days of Christmas” and has aired annually since 1992, is back for the 2024 holiday season. We dive into the ad’s history, including its 2012 update.
Picture it: The Birds game is on, you’re snacking on the couch, and suddenly, you hear it: “This holiday season, my good friend gave to me: seven Powerball tickets — .” With the start of Pennsylvania’s annual showing of its prized lottery Christmas commercial, the holiday season is truly here.
Dating to 1992, the ad, which is titled “Snowfall,” features a group of carolers singing an abridged and heavily modified version of “The Twelve Days of Christmas,” swapping the usual swans a-swimming and geese a-laying for an array of lottery games.
On social media, the return of the ad — which typically begins airing in early November — is celebrated. “It’s practically a holiday tradition,” one Reddit user wrote 13 years ago about the ad (from a Reddit thread in 2011 discussing its return that holiday season). A new Reddit thread posted this week also embraced the holiday ad.
“The moment they hear the carolers sing, many Pennsylvanians reflexively smile, sing along, and mentally count the weeks until they can put up the tree,” Drew Svitko, the Pennsylvania Lottery’s executive director, said in 2016 ahead of the ad’s 25th anniversary. “We are proud that our popular commercial brings back so many warm memories for viewers and has become a Keystone State holiday tradition.”
But the ad we see today is not the exact ad that was shown over three decades ago.
The original version was filmed in Pittsburgh ahead of its 1992 debut. It features an older man, Joe, leaving his place on a snowy night to dole out lottery ticket gifts throughout his neighborhood, including to coffee- and newsstand owners. Carolers sing. That version was shown from 1992 through 2011.
In 2011, the Pennsylvania Lottery reproduced the holiday commercial in high-definition video and to accommodate modern TV specs. This time, the shoot took place in Philadelphia. But the shot-for-shot remake was so carefully executed, many viewers didn’t notice the difference when it was shown in 2012 until it was pointed out.
“The lottery took great care in recreating the beloved ad,” Pennsylvania Lottery spokesperson Ewa Swope said Tuesday. “By retaining the original audio track and voice-over, along with the shot-for-shot remake, we stayed true to the look and feel of the original spot.”
Local Philly blog Crossing Broad posted a side-by-side comparison of the 1992 and 2012 ads to highlight the matching.
Of course, the 2012 ad has been tweaked slightly over the years to account for changes to the lottery’s game offerings. Swope said a visual card within the ad is also updated annually to spotlight a featured holiday scratch-off game — this year’s is the Jingle Jangle Jackpot.
“Because the original spot is so beloved, we didn’t want to upset anyone by going in a vastly different creative direction,” Connie Bloss, a marketing pro who worked on both the 1992 and 2012 “Snowfall” ads, told the Associated Press at the time of the new spot’s debut. “We meticulously examined each frame to match the outfits, props, location, and other small details. We really wanted to get it right.”
Swope said the ad’s aim has always been the same: to remind consumers that lottery products can be given as gifts. Becoming a holiday classic was just a bonus.
“We could not have imagined in 1992 that this spot would become such a holiday classic,” Swope said. “We routinely hear from players that when they see the commercial, they know the holiday season is starting. We are happy that so many players enjoy and look forward to this spot as a part of their holiday tradition.”
You can watch the 2024 version of “Snowfall” below: