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.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian