National Lottery celebrates 25th with yet more “amazing”

You’ve probably sat in one of those meetings: it’s our birthday, anniversary, 25 years since we last appeared in court etc – what are we going to do?

It’s the National Lottery’s 25th anniversary (one of former PM John Major’s better ideas, another was a “comes hotline” for motorways which failed to fly) so agency adam&eveDDB has joined the by now serried ranks of competing offerings (Health, Poppy, Postcode etc) by showing a lot of unreasonably excited people.

Being the National Lottery it has a bigger budget and has reeled in The Greatest Showman director Michael Gracey to assist.

Operator Camelot’s CMO Keith Moor says: “The National Lottery was set up to raise money for Good Causes and National Lottery players raise around £30 million every single week for this purpose – so we knew straight away that should be the focus of the 25th birthday campaign.

“The inspiring people and projects that feature in the ad really bring this to life – and show people that every time they buy a National Lottery ticket, amazing things happen.”

That’s the strategy – repeat amazing as often as possible.

But let’s not be grumpy, a solid effort from A&E in the rather circumscribed circumstances.

MAA creative scale: 6.

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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.