Camelot to launch TV campaign

Camelot is launching a four-week TV campaign on Sunday in support of its new Daily Play game, ahead of its launch on Monday (September 22). As a newly launched game, Daily Play has yet to contribute to the £13bn raised to date. As a result, the initial advertising will mark a deliberate departure from its good causes campaign. The launch will focus on brand building of the new game. The theme of the campaign, created by WCRS, is lucky and unlucky days. The ad shows a woman waiting by a bus stop and has two separate versions: one where a bus leaves her soaked after driving through a puddle, and one where the puddle misses the girl. Media buying is by OMD and media planning by the Media Planning Group.

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