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National Lottery UK: The Chase
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adam&eveDDB has created a new campaign with National Lottery operator Camelot highlighting how a winning ticket can bring a whole community together. Breaking on Saturday 25th June, the campaign marks a new chapter for National Lottery advertising, focusing on the joy of winning and how it makes a difference to not just one person, but to many. Over the past few years, Camelot has been highlighting the £30 million a week that National Lottery players raise for Good Causes, including funding British athletes and helping communities through the pandemic. The new TV ad, directed by The Bobbsey Twins from Homicide, tells the story of how amazing things happen when you win on The National Lottery. We see the central character in the film, Mo, celebrating his winning ticket in a real-life retailer before the ticket escapes from his hand and is blown away by the wind. He chases after it, with the shopkeeper rushing to his aid, kick-starting an increasingly dramatic and fantastical quest to recover the winning ticket. By the end, the whole community has come together to help their beloved neighbour chase down the ticket, evading their grasp at every gust of wind through a busy market-place, down the high street, onto a football pitch, and into a block of flats, before finally arriving back in Mo’s hands. At its heart, it is a great British caper full of jeopardy and humour, providing much-needed levity at a time of significant pressure for many in the UK. It will run during the Women’s Euro 2022 and The Commonwealth Games in Birmingham, which will draw crowds across the nation to celebrate many of the athletes who have benefited from National Lottery funding, including Women’s England football player Ellen White and Paralympian Hannah Cockroft OBE – both of whom feature in the ad. Ellen White will also front complementary National Lottery football-themed content which will run alongside the campaign.
Executive Director: Matt Ridsdale Related
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