Camelot's Fisherman Campaign Showcases The Amazing Power of The National Lottery

This weekend Camelot is launching a major new brand promise for The National Lottery, as it looks to firmly establish playing the lottery as something everyone in the country can feel great about.

The new strategy and strapline, ‘Amazing Starts Here’, which has been created by adam&eveDDB and which will be rolled out across all of The National Lottery’s games and brands, aims to bring the purpose of The National Lottery to life by highlighting the fact that it makes ‘amazing’ happen for people – for the winners of prizes of all sizes and the Good Causes that The National Lottery supports, such as charities, museums, the British film industry and grassroots community projects.

The new campaign will break this Saturday, 15th September, with a two-minute film during The X Factor on ITV. The film tells the story of a hardworking fisherman whose wife strikes it lucky with a winning ticket.

The ad, which was shot by the director Mark Molloy in Macduff in Scotland, will be supported by a multi-channel campaign – with a series of TV, online, social and outdoor ads featuring people at the moment they realise they are winners.

This will be quickly followed by newly-created TV spots to promote Lotto Rollovers, which will feature newsagents around the country in their shops celebrating the announcement of the Rollover with everything from confetti canons to laser shows.

Further National Lottery ads will air later this year, including a 60-second TV spot supporting a Good Causes beneficiary and a new ad for EuroMillions, which will break in October. 

The multi-channel campaign will also encompass digital, social, print, cinema and radio activity – with the new ‘Amazing Starts Here’ strapline also being rolled out across all National Lottery touchpoints, from tickets and Scratchcards, through to winners’ cheques.

Hayley Stringfellow, Head of Brand at the National Lottery, said: “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.”

Sam LeCoeur, Managing Partner, adam&eveDDB, said: “The moment we started working with Camelot, our shared ambition was simple – to build a new emotional relationship with our audience that shows the amazing things that can happen for families, communities and the nation, as a result of simply buying a National Lottery ticket.’’