When it comes to lottery advertising, a common theme is the one about ‘happy accidents’ and its repercussions. So we’ve seen ads portraying how one’s lifestyle or outlook changes (or does not) after winning a lottery. The portrayals range from the outrageous things one can buy or how one’s basic traits don’t change even if the trappings do after a lottery win. A new campaign from UK’s National Lottery has a wicked twist to such accidents. The core proposition remains the same – ‘anybody can win’ but the tongue-in-cheek wish is that it is not the already rich & famous.
Agency: AMV BBDO