A quirky must-watch-again story whose ending you don’t see coming. And it’s an ad. This is, without question, what adland means when it talks about entertaining first for ads that make a difference. New Zealand must be loving this commercial.
It’s the story of an unlikely sporting hero, with a humorous dig at soccer mums and dads and a subtly inserted young love sub-plot, narrated with the British style of understatement that never fails to delight. That’s four things people love in a tale.
The work is by DDB New Zealand and the Sweet Shop’s Mark Albiston for Lotto NZ. And yes, it’s new territory for both the agency and client after years of celebrating the life-changing possibilities of winning big, like all the other lottery brands.
Kudos for bravery.
And applause for Albiston, who has injected exactly the right measure of irony into the ad’s subtle humour.
“I wanted this spot to feel really familiar. I personally identify with the frustrated but proud dad, and the girl reminds me of the really tall girls my friends and I all wanted to dance with at our old ‘Blue Light’ discos back when I was 13 in the eighties. I hope that people see a lot of what makes Saturdays and being an early New Zealand teen really special and in its own way slightly agonising,” Albiston noted.
The ad highlights Lotto NZ’s funding of New Zealand sport – the contribution that Lotto players make, most of them without realising they’re making it.
DDB chief creative officer, Damon Stapleton, commented, “This film sprung from the desire to tell Lotto’s other story. There are dreams about winning, and then there are the dreams of the kids out on the sports field every weekend, and their parents standing on the sideline.
“This piece isn’t about winning. It’s about the kids getting out there and having a go, learning about teamwork and perseverance.”
Emilia Mazur, Lotto NZ general manager of corporate communications and social responsibility, added, “We wanted to share a familiar Kiwi story that celebrates an everyday but, in its own way, extraordinary sporting moment.
“One hundred percent of Lotto profits go back into the community. With this film we want to inspire Lotto players about the opportunities they provide to sports at all levels across New Zealand, simply by playing.
“We love telling the story of the life-changing possibilities from winning big, but we also relish the celebration of small successes that happen every weekend on the sports field, the ones that make Kiwi kids and their parents proud for weeks.”
Credits:
Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Directors: Brett Colliver and Mike Felix
Lead Business Partner: Zoe Alden / Kate Lines
Planning Director: Rupert Price
Agency Producer: Rosie Grayson
Executive Producer: Judy Thompson
Production Company: The Sweet Shop
Managing Director/ Executive Producer: Fiona King
Producer: Andy Mauger
Director: Mark Albiston
DOP: Marty Williams
Post Production: Palace Studio
Grade: Pete Ritchie
Editor: Luke Haigh
Soundtrack/Composer/Music: Cam Ballantyne – Beatworms
Client:
Chief Marketing Officer: Guy Cousins
General Manager, Corporate Communications and Social Responsibility: Emilia Mazur
