Does this Loteria ad from Madrid out-emote the Brits?

Adweek reckons this ad for the Spanish Lottery by Leo Burnett Madrid has out-tear jerked the Brits this Christmas, although there aren’t actually that many tear jerkers around.

So let’s follow the fortunes of Justino, who spends most of his time playing around with mannequins in a darkened room.

Apparently in the Loteria de Navidad on December 22 it’s customary to share entries with friends, family etc.

Do his pals cut Justino in on their winnings?

You can see the point and it’s well made in its Pixar-type way but….

Think John Lewis and co. can rest on their laurels awhile.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.