The annual Spanish Christmas Lottery campaign is always a stellar example of the power of emotive advertising with its long-form commercial. This year that remains, but Contrapunto BBDO has changed the format.
In its second years as the agency for The Spanish Christmas Lottery, it has also introduced a new platform, The Lottery that brings us together.
The 2019 campaign, “#UnidosPorUnDécimo” [#UnitedByALotteryTicket], features four stories, told in 90- and 60-second formats, that demonstrate the feelings and messages that are triggered in people who share a Christmas lottery ticket. The very relatable, real-life stories could easily be played by any one of us, our parents, our children, or our friends.
The commercials were produced by Pueblo Films and directed by high-profile directors, Rafael López Saubidet, Andrés Salmoyraghi and Augusto Zapiola, featuring well-known actors from Spanish cinema, theatre and television.
Supporting the TVCs are print and OOH executions, posters at POS, radio and cinema ads, digital formats and a website. www.unidosporundécimo.com.
The Spanish Christmas Lottery advertising first made its mark in 2015 with an animated film, Justino, by Leo Burnett Madrid which was named Most Awarded Film Commercial in the World in 2016 by the Gunn Report after winning the 2015 Cannes Lions Cyber Grand Prix and the Effie Grand Prix in Spain, among others.