Ad of the Day: The National Lottery reminds UK how to support Olympic athletes
The National Lottery is gambling on its biggest ever brand campaign to show that even if you fail to hit the jackpot, it is Team GB and ParalympicsGB who are the real winners.
The comical commercial will span TV, radio, digital, and high-impact OOH sites up and down the country
Featuring a bonanza of Team GB and ParalympicsGB personalities, The National Lottery has showcased its summer-long Olympics campaign, which reminds the UK how it can support athletes at the games in Tokyo this summer.
A succession of top athletes including discus thrower Dan Greave, wheelchair tennis player Jordanne Whiley MBE and taekwondo star Lutalo Muhammad are shown receiving a helping hand from the great British public, who attempt to motivate and support their idols.
These include a cup of tea for a grateful runner, a portrait of an ex-partner doubling as a taekwondo target, and a lampshade avenue lighting the way for an athlete. The voice of Dermot O’Leary informs us that there is an easier way to support Britain’s athletes – by simply buying a lottery ticket.
Devised by adam&eveDDB, the comical commercial will span TV, radio, digital, and high-impact OOH sites up and down the country, taking its message to high-profile events such as the Euros as well as Love Island and Coronation Street.
Camelot’s chief marketing officer, Keith Moor, said: “Through the scale and reach of this campaign – The National Lottery’s largest ever – we want players left in no doubt of the role that they play in supporting our Olympic and Paralympic athletes. Our blockbuster TV ad – starring an incredible group of our Team GB and ParalympicsGB heroes – will be followed by high-impact out-of-home, an unmissable retail presence and thumb-stopping stories on digital.
“Then, as the Games get under way and the medal count begins, we’ll plant ourselves at the heart of Team GB and ParalympicsGB triumphs to remind the nation that our athletes’ success is built on play.
“Over the course of this momentous summer of sport, National Lottery players should feel incredibly proud of their contribution, so we’ll be connecting purpose with play at every possible opportunity. We truly can’t wait to collectively celebrate all of the winning moments.”
To cement the partnership, games will be branded with the Team GB and ParalympicsGB logos, while the long-running ‘It Could be You’ TV ads will also be given an Olympics-themed makeover to show that a lottery ticket can be money well spent – even if your numbers don’t come up.
Maxing out the commercial tie-ins, The National Lottery will also launch a special-edition gold scratchcard and themed Lotto and Euromillions draws, with advertising shifting on the fly to celebrate British Gold as each Tokyo medal is won.
You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.
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