Agency: Abbott Mead Vickers BBDO
National Lottery operator Camelot has unveiled a new TV campaign for Lotto, which aims to celebrate the hopes, dreams and fantasies players by asking, “What would you do of you won a Lotto jackpot?”.
The campaign, which is running across TV, radio, press and online, is the first new brand work from Lotto since autumn 2008, when it launched the Optimism ads. The work leveraged Lotto players’ general positive, give-it-a-go view of life and played a part in helping to deliver an increase in total National Lottery sales last year of 5.9% or £302 million. The new campaign will build on Optimism by focusing more closely on Lotto players’ own individual dreams about what they would do if they win.
The launch ad, which aired for the first time on Christmas Day, aims to capture the spirit of many people indulging in their Lotto jackpot dreams – how much would you give to family and friends, where have you always wanted to go, what luxuries would you treat yourself to?
The 40-second launch ad, which will be accompanied by a 30 second cut-down version, opens on a park football pitch with a man playing football in all weathers. His faithful girlfriend is always there to cheer him on from the sideline come rain, wind or snow. The action then quickly cuts to another man in his living room wearing classic golfing attire, practicing his golf swing. He addresses the camera and says: “What would I do if I won Lotto? I’d play 18 holes at Gleneagles.”
It then shows a host of characters sharing their dreams – a dogwalker who love to race Huskies; an out of tune singer, whose wife would buy him singing lesons; a swimmer who dreams of a private pool. Cutbacks show these scenes going awry– the singing is getting even worse and the golfer breaks a window in his lounge – until we cut back to the first scene in the park, and are again in the company of our hapless goalkeeper. He announces to the camera: “I’d love a box at Wembley”, while his girlfriend looks on, somewhat less than impressed.
Ian Hannaford, marketing manager for Lotto, said: “The What Would You Do? campaign invites players to think about and indulge in their dreams. Everyone’s winning plan will be specific to them, so we wanted to show a broad range of people, in different situations, with their own individual dreams. The idea is to stimulate players to revisit their own plans when they go to buy their next Lotto ticket. This is a campaign which will resonate with players and is one that everyone will be able to relate to.”
The campaign was created by Abbott Mead Vickers BBDO, with media planning handled by MPG and media buying by OMD.