Nail Communications Enlists Disgruntled Waffle Maker to Help the R.I. Lottery this Holiday Season

Dec. 29, 2025

The Rhode Island Lottery has once again brought Nail Communications on board to help promote their popular holiday instant games with a campaign that includes TV, radio, out-of-home, and digital executions.

The campaign is built around the insight that there is nothing sadder than unwanted holiday gifts. But instead of looking at it from the perspective of the disappointed gift recipient, Nail features the unhappy gift.

Brian Gross, Nail Creative Partner said:

"We thought it would be fun to personify these unwanted gifts. And then imagine how they would react to discovering that instead of being a cherished item, they end up marooned in a closet somewhere."

 

Melissa Juhnowski of the Rhode Island Lottery added:

"That's why instant games are the best way to prevent heartbroken gifts. Everyone likes them, and they always fi!."

 

The campaign is running during the holidays and will include TV (a demoralized waffle maker) and Radio (a catty sweater), as well as outdoor and digital.