Camelot highlights “positive” Lotto players

Camelot is hoping to encourage more people to play Lotto by highlighting the positive attitude of existing players. A £10m TV campaign breaks this weekend.

The ads, created by Abbott Mead Vickers.BBDO, intend to build on Lotto’s previous “Who’s Next?” campaign, which ran earlier this year. A 60 second execution shows a series of situations where people show a “give it a go attitude”.

One shows a woman throwing a message in a bottle into the sea while a voiceover says: “Let’s give it up for the optimists”. Another shows a women making a large smiley face out of breadcrumbs in a city plaza, and the final scene shows a young man leaving a newsagents with a Lotto ticket in his hand as the voiceover says: “Welcome to the Lotto way of thinking. Think Lotto.”

Camelot claims that almost half of all UK adults play Lotto every week and says the campaign is designed to celebrate that and “give players something to feel good about”.

The media planning is by MPG and buying is through OMD.

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