National Lottery: advert-body-1 by AMV BBDO

A new National Lottery campaign launched on 3 April. Created by AMV BBDO – and initially launching on radio, social media and OOH – the ‘Winners’ campaign aims to demonstrate and celebrate the volume and variety of prizes won on The National Lottery, while at the same time making an emotional connection around that moment of becoming a millionaire that everyone has dreamed of.

The new work will use real winners’ responses to winning life-changing prizes, as well as providing surprising, fun and meaningful facts about winning – using Camelot’s huge bank of winner data. So, at any one time, audiences might hear or see an advert containing an emotional real-life call into the National Lottery hotline from a player confirming a £1 million win, while the same day seeing a bus stop poster revealing that The National Lottery creates the same number of winners every minute as there are people on a packed rush-hour double-decker bus.