The ad, created by Abbott Mead Vickers BBDO, shows three men sneaking into a football pitch at night and having fun playing around on the pitch before being sent away by security guards. The concept of the ad plays to the ‘give it a go’ message of the lottery.
Camelot marketing director Richard Bateson said, “By portraying situations where people ‘give it a go’, the campaign is all about involving the audience. The new ad is carefree and uplifting, and should really resonate with players.”
The ad will be supported with ‘give it a go’ messaging in-store and on digital media screens, it is the third in the Think Lotto series, which first went live last November.
The campaign will run throughout June and July, with a further execution going live later this month.
Media planning was handled by MPG and buying by OMD.