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National Lottery launches Set for Life game with fantastical campaign

Camelot has unveiled the debut ad for The National Lottery's new Set for Life game, which offers punters a top prize of £10,000 every month for 30 years.

Imploring viewers to enter and 'Make Every Month' amazing, the creative from Adam&Eve/DDB, is focused on the luxury of living each month without compromise.

Going through each calendar month, the spot shows how winning the game could help viewers 'have a monster January' or 'scorch' their way through August by way of a range of experiences — be it skiing or buying a VW camper and going traveling.

The spot uses a mixture of real footage and CGI to bring the potential for unique and luxurious experiences to life.

Along with TV, the campaign will include video-on-demand running across all of ITV, Channel 4 and Sky; placements on Twitter, Instagram, Snapchat and Facebook and a partnership with Takumi to create a stream of content with a wide range of UK influencers over the next 12 months.

Activity across all UK commercial radio stations and OOH advertising at more than 5,000 sites will also feature in the campaign.

Adam&Eve/DDB replaced AMV BBDO as Camelot's creative shop of record last year. The agency's first big-ticket spot for The National Lottery, 'Fisherman', aired in September.

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