Ad of the Day: Decades-long love story begins with a lottery ticket
The UK’s National Lottery follows its hit Christmas ad with another Tom Hooper spot.
‘Pockets’ tells a tale of two men who first meet in 1994, on the night of the first-ever National Lottery draw, and follows the various ups and downs of their three-decade relationship.
From dating to marriage and everything in between, the constant throughout the ad is their weekly pink lotto ticket.
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The film reaches its crescendo when one of the protagonists sees his winning numbers on the TV screen and, after a brief scare the ticket is lost, the couple celebrate the win they’d always hoped for.
Creative agency Adam&EveDDB partnered with different production companies throughout the process, including Smuggler, which handled the film production.
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The team also consulted the cultural research agency On Road to ensure the ad displayed an accurate portrayal of gay men from the 1990s to the current day.
Ivor Burns, marketing director at National Lottery operator Camelot, said: “We wanted to create a campaign that celebrates the relationship our regular players have with their Lotto ticket – the excitement they feel about the possibility of a life-changing win and their never-ending belief that, one day, their numbers will come up.”
The ad is supported by out-of-home, print, radio, cinema and social activity. It will run throughout the second half of 2023 and into early 2024.
Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.