I respectfully disagree. While it's a crapshoot whether a slogan will resonate with intended audiences, they can be analyzed for their potential to drive changes in either attitudes or behaviors.

First, the Ohio State Lottery slogan reinforces a perceived benefit of playing the lotto: fun. Where is the benefit in the DL slogan? The only thing close is "goes around," which has been interpreted by some of DL's best customers to either mean going around in circles or verification that the propellers work.

Second, the Ohio State Lottery slogan contains a nice play on words, "Odds are," that is directly to the activity they're promoting (gambling). This technique often serves to increase the slogan's stickiness among target audiences (they're more likely to remember it). In contrast, the DL slogan is memorable only to those of us who are completely puzzled by it. For the flying public at large, I think it will be just another, not-so effective "feel-good" effort by a large corproation that doesn't even register in the brain (and therefore can't be remembered or forgotten).