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ADVERTISING CAMPAIGNS

Camelot 'Lotto Way of Thinking'

Agency: AMV BBDO

Client: Camelot

National Lottery operator Camelot has unveiled the latest feel-good advert for Lotto after the launch of its ‘Lotto Way of Thinking’ campaign last month.

The 30-second TV spot shows a series of ‘feel-good’ situations to capture the positive attitudes of lottery players.

The ad opens on an aerial shot of a car parked on a snow-covered beach. In the car a man and woman dressed in warm coats, jumpers and scarves. It is snowing heavily outside.

The couple look apprehensively at each other before leaping out of the car, throwing off their clothes and sprinting towards the ice-cold sea.

A voice-over then says, “This is for those who would rather give it a go – than never know.”

As the couple race through the snow towards the sea, the camera cuts behind them as they plunge into the water. A voiceover says: “Welcome to the Lotto way of thinking”.
As the couple run further into the sea, leaping over the waves, the ad finishes with the ‘Think Lotto’ tagline appearing on screen.

The TV campaign will run until January 3, and will re-appear on screens late January to mid-February and be supported by point of sale and digital media screens ‘Have a go or never know’ messaging.

Ailsa McKnight, brand marketing and E-commerce director at Camelot, said, “The latest ad is a natural and fun extension of last month’s successful launch of our new “Welcome to the Lotto way of thinking” campaign, and is designed to get players excited during the important Christmas trading period.

The campaign was created by Abbott Mead Vickers BBDO, with media planning handled by MPG and media buying by OMD.

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AJR
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