Lottery ads tend to focus all of their emotive power on the win. In September, adam&eveDDB rewrote that unwritten rule. It launched a platform, Amazing Starts Here, for The National Lottery operator, Camelot, whose emotive power came from a very relatable story of struggle – the struggle of everyday life in working class Britain. Now the agency has created a second ad for the platform that appeals to people in yet another different way.
It focusses on the fact that buying a ticket funds The National Lottery’s support of good cause projects. The 60-second ad features hairdresser, Stewart Roberts, and the project, Haircuts4Homeless. The Haircuts4Homeless community group was set up in 2014 by Roberts to build a community of skilled hairdressers who volunteer their time to cut the hair of homeless people to make them feel good about themselves and perhaps even find a job and escape their struggles. The charity now has around 300 volunteers working across 45 locations in the UK.
“The funding from The National Lottery has been incredible, allowing me to expand Haircuts4Homeless to different cities, and recruit and equip volunteers,” Stewart stated. “The transformation we see in people, just by giving them a haircut, is so important. It really lifts their self-worth.
“A haircut can have a great effect on someone, giving them a real boost. There is something very personal about cutting someone’s hair that can be both relaxing and therapeutic, and it is something that many homeless people rarely get to experience. It may be ‘just a haircut’, but it’s the kindness shown by others that ensures that homeless people know that people really care.”
The TVC is being supported with radio, social and press partnerships that highlight more good cause stories, made possible by National Lottery players, in the run-up to Christmas.
The National Lottery and its players raise around £30 million a week for the good cause project, funding work throughout The UK, including grass roots sports, charities that help children, services for the elderly, the upkeep of community spaces and iconic buildings, funding for museums and archaeological digs, and the British film industry. To date, The National Lottery has funded 535,000 projects – which equates to approximately 190 National Lottery grants in each UK postcode district.
Here’s the first Amazing Starts Here ad:
Creative Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Creative Director: Ben Tollett
Copywriter: Andy Mcananey
Art Director: Christian Sewell
Producer: Rosie Grayson
Business Director: Sarah Kay
Account Management: Frankie Cuffaro, Loella Collier & Ashley Lewis
Planning Director: Hannah Mackenzie
Chief Strategy Officer: David Golding
Managing Partner: Sam Lecoeur
Production Company: Pulse
Director: Nicholas Jack-Davies
Executive Producer: Lucy Kelly
DOP: Jonas Mortensen
Producer: John Bannister
Editing: Billy Mead @ Tenthree
Post Production: MPC
Colourist: Richard Fearon
Producer: Tamara Mennell
Music Supervision: Sync Licensing
Soundtrack: Something For Nothing by Tom Hickox
Sound Company: 750 Mph
Client: Camelot (The National Lottery)
Head Of Brand Marketing: Hayley Stringfellow
Head Of One National Lottery Partnerships & Content: Arabella Gilchrist