Winning the lottery is one of life’s great joys. And there are plenty of ads that are built just on that emotion. One powerful exception has always been The Spanish Lottery. Leo Burnett has been showing how that lottery can bring out the best in people since Justino was gifted a lottery win by the people whose offices he cleaned. Their ads are always bittersweet.
Now adam&eveDDB, and Exit director, Mark Molloy, have hit on a different lottery story with the sweet part held off until the very end. It’s a story about hardship. In adam&eveDDB’s story, Fisherman, The National Lottery solves the problem of a tough life. Fisherman is the first story in adam&eveDDB’s, Amazing Starts Here, a new brand promise for The National Lottery whose offer is that no matter how big or small the win, the prizes make amazing things happen for ordinary people.
Fisherman made its debut during ITV’s The X Factor UK on September 16, to an estimated more than 5.7m viewers. Molloy’s spot, via Smuggler, will be supported by TV, online, social and (more traditional) outdoor ads featuring people at the moment they realise they are winners.
https://youtu.be/_A8Plj3aMdc?t=6
Credits:
Agency: adam&eveDDB
Group Executive Creative Director:Ben Tollett
Chief Creative Officer: Richard Brim
Deputy Executive Creative Director: Antony Nelson
Copywriter: Andy McAnaney
Art Director: Christian Sewell
Agency Producer: Sian Parker
Chief Strategy Officer: David Golding
Planning Directors: Hannah MacKenzie & Thomas Keane
Managing Partner: Sam LeCoeur
Business Director: Sarah Kay
Account Management: Loella Bowles, Ashley Lewis & Frankie Cuffaro
Media Agency: Vizeum
Production Company: Smuggler
Director: Mark Molloy
Executive Producer: Fergus Brown
Producer: Nick Sutherland Dodd
DOP: Steve Annis
Editing: Paul Watts @ The Quarry
Post Production: Amy Richardson @ MPC
VFX: Timo Huber & Dan Sanders
Colour: Tom Poole @ Company 3
Music Supervisors: Toby Williams & Codie Childs @ Leland Music
Audio Post Production: Sam Ashwell @ 750mph
Soundtrack: Luca D’Alberto, Her Dreams (re-work)
Client: Camelot (The National Lottery)
Head of Brand Marketing: Hayley Stringfellow
