As you first watched this, we bet the last thing you associated it with was the National Lottery, us too!
When you think of advertising for the National Lottery you associate it with someone jumping about with joy because they’ve struck gold. However the National Lottery is first and foremost a charitable organisation which the large majority of people perhaps forget. AMV BBDO have taken a totally different approach with a clear message to disassociate the lottery from simply being ‘a gamble’ or ‘a game’ and focusing on the other types of dreams it helps to make a reality.
The ad is almost film-worthy; it’s so well shot there’s no need for a commentary. It’s powerful and a brilliant way to demonstrate the better side to the lottery; you can really feel a sense of what the old man, Private Jack Jennings, fought for.
People don’t have to feel guilty about playing it and this ad reinforces that, as you’re not throwing your money away on a gamble, you’re contributing to a charitable organisation which helps ‘370,000 good causes’. It shows how it’s not just the dreams of winners which are fulfilled.
This is commendably unexpected and AMV BBDO have put a great cause across in a brilliant way.