Camelot TV ads promote Scrabble-themed scratchcard

Camelot is launching a TV campaign to support its latest National Lottery scratchcard. A Scrabble-themed card is being introduced to mark the 60th anniversary of the board game.

The ad, created by Abbott Mead Vickers.BBDO, breaks on Sunday (10 August) and will run until 28 September. The ad features a couple in a holiday caravan playing a game of Scrabble while it rains outside. As the woman places the letter tiles to make the word “palace”, a scratch effect sweeps across the screen.

The board suddenly becomes bathed in sunlight and the couple are transported to a palace where they continue their game, though it is now being played by footmen on a lawn-sized board as the couple watch from a balcony.

The launch will also be supported by in-store activity including use of the recently installed National Lottery media screens. Media planning and buying is by OMD.

It is the second scratchcard launch in the last two months from Camelot. The National Lottery operator launched an Olympic-themed card in June to raise funds for the London 2012 Olympic Games (MW June 24).

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