National Lottery Day celebrated in Superdraw campaign

by Sarah Woods, Brand Republic 15-Sep-06, 14:30

LONDON - An animated bunch of balloons urge viewers to 'celebrate National Lottery Day' on September 23, in a TV ad for Camelot's £15m Lotto Superdraw.

Created by Abbott Mead Vickers BBDO, the campaign, which breaks tomorrow, will run across TV, radio, press, outdoor, digital TV and online.

The ad begins in what looks like a darkened room full of people. As the lights come on we see that it is actually balloons crowding the screen.

The word "Superdraw" is spelled out across the balloons, which gradually burst to leave only four remaining. The last balloons float to the front of the screen and "£15m" is now spelled out on them.

The words "Superdraw Saturday 23rd September" appear at the bottom of the screen.

Voices from the animated balloons shout "surprise" at the start of the ads, then get more excited as each one bursts. A voiceover says "This Saturday, it's National Lottery Day, and to celebrate there's a £15m Lotto Superdraw".

Martin Pugh, Camelot marketing director, said: "National Lottery Day is a great opportunity for celebration and to let people know what the billions of pounds of lottery money raised for good causes so far has been spent on.

"The campaign is designed to reflect the sense of celebration and winning the National Lottery Day and Superdraw both generate."

Media planning is handled by Havas agency Media Planning Group, while media buying is negotiated by Omnicom Group's OMD.

The Superdraw is being held on the third annual National Lottery Day. The programme to coincide with the date will be broadcast on the BBC and presented by Noel Edmonds.

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