The National Lottery has today (5 June) released the first radio and TV ads of its new campaign with AMV BBDO, focusing on real people and their real, “What would you do if you won the lottery?” dreams.
The new creative work – a TV and a radio spot – falls under the lottery’s new series 'Who wins if you win?'. The ads feature real people who have been street casted discussing what they would do if they won big with Lotto; the first TVC iteration asks "what would you get your kids?" while the radio version asks "what would you get your mum?"
The overarching campaign also spans radio, social media and out of home. The brand hopes the initiative will demonstrate and celebrate the volume and variety of prizes won through the Camelot lottery, and make an emotional connection around the moment of becoming a millionaire.
Alongside the vox pops of ordinary people’s lottery dreams, the wider creative is also features real winners’ first reactions to finding out they’ve won over the phone, as well as a number of ‘surprising, fun and meaningful facts’ around winning big.
The human interest focus is marked creative departure from last year’s #PleaseNotThem campaign, which featured a number of divisive celebrities such as James Blunt and Katie Price in absurd situations.
Arabella Gilchrist, head of parent brand for The National Lottery, said: “The National Lottery plays a vital role in contributing to Good Causes throughout the UK – raising more than £30 million every week – and at the same time awards around eight million prizes weekly. These surprising facts and real-life winner stories will help remind players that real people, like them, are winning on The National Lottery all the time.”