Leo Burnett Spain’s Christmas ad for Anuncio Lotería de Navidad, the Spanish National Christmas Lottery, is not a new story. It’s a classic tale that people love to hear. In fact, it’s a new version of a similar story the agency told in its 2014 Christmas campaign. The agency has added Pixar-style animation and some superb directing decisions. And the ad was viewed 1 million times in its first week.
The new story, El Mayor Premio Es Compartirlo [The Greatest Prize Is Sharing] is about a good-hearted night-time security guard called Justino, who works in a mannequin factory.
And how the workers he has been showering with kindness reward him with a Spanish Christmas lottery win. The 3.5 minute ad underlines the lottery’s tradition – Spanish people buy shared tickets with colleagues, friends and family.
The tagline also connect to last year’s campaign, “There’s no bigger prize than sharing. This year the campaign extends to Instagram. People can watch Justino at work in real time via @justino_vigilante. It is also supported in press, radio, outdoor, cinema and display.
“They say that the key to a good story is to have a good protagonist who has a particular goal, which they fail to achieve, so that the reader or viewer roots for the main character to get their wish in the end,” explained Juan García Escudero, creative director of Leo Burnett.
Agency: Leo Burnett Iberia (Madrid)
Chief creative officer: Juan García-Escudero
Executive creative director: Jesús Lada
Digital creative director: Iñaki Martí
Creative supervisors: Ignacio Soria & Arturo Benlloch
Art directors: Javier López Canle & Sergio García
Production Company: Blur – Passion Pictures
Director: Against All Odds
Executive producer: Mario Fornies
Producer: Pablo García Acon