Lottery ads are invariably all about the viewer’s dream of winning a lot of money, whether that’s to spend on oneself or share with loved ones. AMV DDBs new campaign for Camelot’s National Lottery is not. It’s about what the lottery does for the community. In a way, it’s about everyone who needs a win winning, what the viewers’ not winning funds, as well as who Camelot helps to win with its philanthropy – all which is encapsulated in the tagline, Your Numbers Make Amazing Happen.
The campaign TVC is an all-singing spectacular, its cast of hundreds representing the 200 good causes the National Lottery has funded – including 15 Oscar-winning films, 20 species being saved from extinction and 8,000 sports centres. The National Lottery has raised over £40 billion for good causes across the UK in its twenty-five years.
The 90-second film is set to a remix of the classic track, Three Is A Magic Number, and was directed by Michael Gracey, director of The Greatest Showman.
Supporting the TV ad, are out-of-home, social and digital executions. The National Lottery’s 25th anniversary is also being marked by special birthday-themed Lotto and EuroMillions draws, along with their 25th birthday-themed advertising and other promotions.
Keith Moor, Camelot chief marketing officer, stated, “The National Lottery was set up to raise money for good causes and National Lottery players raise around £30 million every single week for this purpose – so we knew straight away that should be the focus of the 25th birthday campaign. The inspiring people and projects that feature in the ad really bring this to life – and show people that every time they buy a National Lottery ticket, amazing things happen.”
Mat Goff, joint chief executive officer at adam&eveDDB, added, “For 25 years, choosing your numbers and buying a National Lottery ticket has made amazing things happen for individuals, communities and the whole nation. This anniversary is a great opportunity to celebrate all that.”
The 90-second ad launched on Saturday October 26 on ITV during the first ad break on The X Factor: Celebrity.
Credits:
Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Creative Directors: Ted Heath & Paul Angus
Copywriter: Ted Heath
Art director: Paul Angus
Agency producers: Jessica Middleton & Mary Fostiropoulos,
Planners: Heather Alderton, Thomas Keane, Henry Kozak, Stuart Williams & Beth MacKenzie
Chief Executive Officer: Mat Goff
Managing Partner: Sam LeCoeur
Business Director: Loella Collier
Account Director: Sam Perez
Account Managers: Renee James & Elliot Handler
Designer &Typographer: King Henry
Media agency: Vizeum
Production Company: Partizan
Director: Michael Gracey
Producer: David Stewart
DOP: Pau Castejon
Editor: Ben Harrex
Post Production: 1920
Post Producer: Emma Shuter
VFX Supervisors: Bill McNamara & Ludo Fealy
Colourist: Kai @1920
Music Supervisor: Theodore
Audio Post Production: Sam A at 750MPH
Client: Camelot (The National Lottery)
Chief Marketing Officer: Keith Moor
Head of Brand Strategy & Marketing: Hayley Stringfellow
Marketing Manager: Anna McInally
Brand Manager: Uzma Arif
