The Connecticut State Lottery here exploiting the state’s geographic position between two powerhouse rival teams, the New York Yankees to the south and the Boston Red Sox to the north. The ad introduces the traditional public team-based sports activity, the we’re-gonna-win rivalry in baseball, and translates it into a private individual economic activity, buying a lottery ticket. Interesting: In every ad, the Yankees speak first and the Red Sox respond.

Connecticut is the only place this ad would work. In a world of increasing homogeneity, will we have to rely on borderlands and fringe areas to provide the new variety? (A look at Seatac, the city between Seattle and Tacoma, would tell us no.)