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Ad of the Day: Camelot's 'I Am Team GB' proves transformative effect of National Lottery funding

I Am Team GB

Camelot, operator of The National Lottery, has offered up a slice of animation with its ‘I Am Team GB’ Olympic ad push.

Created in collaboration with ITV Creative and ITV AdVentures, and produced by ITN Productions and Art&Graft, the 40-second commercial sees National Lottery tickets and scratch cards unearthing themselves from trouser pockets and from under fridge magnets to join other tickets and form a flock that travels the length of the nation.

Journeying by National Lottery-funded sites – the Angel of the North, Giant’s Causeway and Loch Lomond – the flock swoops over a rower, cyclist and boxer transforming them into Team GB athletes. The ad culminates at the White Cliffs of Dover where the Team GB athletes stand side-by-side with the UK public to unleash a massive ‘I am Team GB’ banner.

“This campaign highlights the unique role that the National Lottery plays in supporting the UK’s elite athletes, with no-one having contributed more to elite sport in the UK than National Lottery players,” remarked Arabella Gilchrist, head of brand for the National Lottery.

“Every ticket and scratch card purchased helps support our athletes on the Road to Rio.”

The ad airs for the first time tonight on ITV at 7:15pm with the launch also synchronised through a public competition on Thunderclap with athletes and sports governing bodies – UK Sport and the British Olympic Association – revealing the ad at the same time on their social channels to celebrate the affinity between the National Lottery-playing public and the athletes on their way to Rio.

To keep up to date with all the latest creative, advertising and design projects from around the globe visit our Creative Works homepage.

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Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

All by Gillian