For more than twenty years Instant Kiwi scratchie cards have been injecting a little bit of excitement into Kiwis’ lives. And the new ‘It pays to push your luck’ campaign is no different.

Brought to life by a spontaneous and cheeky central character, we watch as he is unleashed on the unsuspecting public and proceeds to push his luck in a number of audacious scenarios in the hope that it could all fall his way.