In the 30 second TV ad Lovejoy is transported through time to illustrate the game’s heritage.
The presenter of BBC Two’s Something for the Weekend and Channel Bee appears in the post-war era dressed in a flatcap and then through the Seventies with a ‘mullet’ to the modern day Premier League. He delivers the strapline: “Football just gets better and better; so do the Football Pools.”
The campaign has been developed jointly by VCCP Group agencies BMT, Stephens Francis Whitson and Pure Media.
BMT managing director Mark Joy says: “This year’s campaign displays a concentrated thought around the Football Pools’ ability to keep up to date with today’s fan, with a strong drive online to create a new generation of pools players.”
The brand, which is owned by Sportech, was created by the consolidation of Littlewoods, Vernons and Zetters and features top prizes of up to £3m. Its Premier 10 game is the official pools game of the Barclays Premier League.