A television advertisement, created by Abbott Mead Vickers BBDO, features players explaining what they would do if they won the Lotto jackpot. One explains he would play 18 holes at Gleneagles golf course, while a woman dreams of racing Huskies in Alaska.
The ad, which breaks Christmas Day (25 December), concludes with a voiceover asking “what would you do?”
Ian Hannaford, marketing manager for Lotto, says the campaign is about conveying players’ “moment to dream”.
He adds: “The idea is to stimulate players to revisit their own plans when they go to buy their next Lotto ticket.”
Camelot claims that the last Lotto campaign, which highlighted how players had an optimistic view of life, helped drive a 5.9% increase in total National Lottery sales last year.
Media planning was handled by MPG and media buying by OMD.