The National Lottery has launched a new ad campaign to show some of the amazing things that can happen when people buy a National Lottery ticket and indirectly help National Lottery Good Causes as around £30 million a week go to UK Good Causes.
The spot, created by Adam & Eve/DDB, opens with narrator Dermot O’Leary declaring that “When we all play the National Lottery a little, fun stuff happens”. The protagonist, a National Lottery player, embarks on a thrilling journey and experiences various National Lottery Good Cause projects after putting on his Lotto numbers on his phone. He jumps down a skate ramp, then he is transported on a beach, then he meets an angry crowd of Vikings and, later on, smashes into a museum, where dinosaur bones are brought to life, and, eventually, his wheelchair produces a paragliding parachute and he floats up into the sky.
The narrator says that thanks to National Lottery players, £30 million a week goes to Good Causes, helping a variety of causes, “from community sports to keeping up beaches clean and safe, and bringing history to life, funding museums for all to enjoy, supporting inspiring music programs, and helping people explore the great outdoors”.
“Your numbers make amazing happen,” the voiceover adds at the end of the spot, which is set to the tune of Bob Dorough’s single “Three is a Magic Number”.
The TV advert debuted on 1st of May and is part of a bigger campaign, which also runs across Radio, Digital and OOH. The campaign will also incorporate the use of social media and special offers for the National Lottery players during hundreds of National Lottery-funded attractions across the UK, such as the National Lottery Open Week and Cinema Weekend, where players can receive a pair of free cinema tickets as well as special offers or free entry to other attractions.