Ad of the Day: Time traveler lucky in love in Dutch State Lottery spot
Christmas campaigns have become somewhat of a tradition for the organization, with touching end-of-year ads since 2018.
The Dutch State Lottery is pulling on heartstrings once again with a spot that sees a man have to choose between his true love and his New Year’s Eve lottery ticket.
In ‘Believe in Luck,’ viewers meet a young man who finds a time machine in an antiques shop. His curiosity gets the better of him and he finds himself transported into various moments in his future. The constant throughout all the years is an intriguing woman who appears to be his partner.
Once he is safely back in the antiques store in 2023, he leaves knowing that he should buy a lottery ticket. After purchasing it, he accidentally bumps into the familiar woman from his future just as the ticket blows out of his hands.
The protagonist must choose: should he go after the lottery ticket or the love of his life?
“Every year, we try to touch the hearts of the audience with a moving story. A story that tells the message that winning €30m is an amazing prize, but it comes second best to the love of those we surround ourselves with, that there are more important things to life than winning the lottery,” says Michael Kastelijns, business director at Dutch State Lottery.
“After all, you hold your happiness in your own hands and what could be better than sharing that with someone you love? That’s the chord we want to strike among people this year.”
Credits
Dutch State Lottery leads: Michael Kastelijns, Femke Vermeulen, Arno de Jong
Agency: TBWA\Neboko
Media agency: Mindshare.Greenhouse
Social media: Hammerfest
Online translation: Men in Green
Shopper marketing: Brompton Road
PR: NewsLab
Production company: Pink Rabbit
Offline edit: Mrtn
Sound design: Public Audio
Music: Jorrit Kleijnen
Grading: Ambassadors
VFX and online: Ambassadors