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Who Is That Band?

Portland’s Sallie Ford and the Sound Outside peak viewer’s interest
in latest Oregon Lottery® ad

September 29, 2011 - Salem, Ore. - The Oregon Lottery’s latest ad campaign tells the story of how Lottery dollars helped Fort George Brewery expand and now occupies and enlivens an entire city block in Astoria. As the TV ad comes to an end, a four-piece band plays the opening notes of a song and the spot ends.

“As soon as the TV ad began running two weeks ago, the Lottery began receiving multiple inquiries each day asking if that was a real band and if so, who the band was,” said Lottery Assistant Director for Marketing Carole Hardy. “And, yes, Sallie Ford and the Sound Outside is indeed a real band and they are from Portland! Considering the band is on screen for just a short time, the volume of emails we’ve gotten asking about the band indicates just how good they are.”

The campaign was created by Borders Perrin Norrander, the Lottery’s ad agency located in Portland. “The band seemed like the perfect sound to bring life to the Fort George Brewery message,” said John Heinsma, Senior Copywriter at BPN. “We wanted something that was both fun, appropriate and local for the commercial and Sallie Ford and the Sound Outside were the first ones we thought of. Not only was the band fun to work with, they helped us tell a great story of the revitalization of Astoria.”

To see the Lottery TV ad featuring Sallie Ford and Sound Outside, go to To hear more from the band, go to

Since the Oregon Lottery began selling tickets on April 25, 1985, it has earned over $7 billion for economic development, public education, state parks and watershed enhancements. For more information on the Oregon Lottery visit

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Oregon Lottery • 500 Airport Road SE, Salem, OR, 97301 • PO Box 12649 Salem, OR, 97309-0649 •
Phone: 503-540-1000 • Fax: 503-540-1001 • Email: