National Lottery taps the emotions in dramatic new strategy from adam&eve

“Amazing starts here” says adam&eveDDB in its debut campaign for the National Lottery and it’s pretty amazing too – suggesting that winning the Lottery can fix an impending divorce. Breaking on the X Factor this weekend.

There’s a hardworking fisherman up in Scotland whose wife can’t stand the absences and worry any more until..

National Lottery head of brand Hayley Stringfellow says: “The strategic review we carried out last year showed that we need to make The National Lottery more relevant to both players and the wider public. We’ve worked with adam&eveDDB to come up with a really inspiring strategy to show what The National Lottery is all about. ‘Amazing Starts Here’ brings to life the amazing things that The National Lottery makes possible for everyone – the unique combination of people winning prizes plus funding for projects the length and breadth of the UK – and it all starts with someone buying a National Lottery ticket.”

There’ll be further ads showing the good causes the Lottery supports and EuroMillions.

Brave isn’t the half of it. We can’t all win can we? So do we have to put up with things in the hope we do? There’ll be some flak.

But it’s a riveting piece of film, shot by Mark Molloy in John Lewis Xmas style.

A far cry from the chirpiness that began to define AMV BBDO’s work in its latter days on the account.

And if you want emotion (and a twist) then adam&eve is the place you go to (doesn’t always work, think Lloyds Bank).

But this does. Event TV in an ad.

MAA creative scale: 8.

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