National Lottery gets real for that winning moment

What actually happens when you win the UK’s National lottery? You get through to Michelle, who’s just as pleased as you are.

The UK is flooded with lotteries for this and that (some dodgy in the extreme) often promoted by out of work actors jigging around like maniacs – implying that anyone who participates is an idiot.

So credit the big one and agency adam&eveDDB for essaying game-changing joy with a bit of realism. Amazed it hasn’t done this before.

MAA creative scale: 7.

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About Stephen Foster

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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.