Camelot asks 'Who's next?' in Lotto campaign

by Nikki Sandison, Brand Republic 14-Apr-08, 15:55

LONDON - National Lottery operator Camelot focuses on the excitement of the winning moment in a forthcoming £3.5m TV ad campaign for Lotto, which introduces the new tagline 'who's next?'

The campaign, created by Abbott Mead Vickers BBDO, breaks on April 20 and is designed to underline to players that anyone can win the twice-weekly Lotto draw.

The spot opens on a tense boardroom meeting with five or six executives presenting to a team of three clients sat across the big boardroom table.

A secretary, called Jane, hands a document to her boss and leaves the room. The boss doesn't really acknowledge her and full of nervous energy continues the presentation with his colleagues nodding in enthusiastic agreement.

Jane then runs back into the room screaming with joy, takes a flying leap and slides all the way down the boardroom table on her front sending everyone's drinks and papers flying, shouting "I've won! I've won!".

The ad then cuts back to a desk outside the boardroom and a voiceover says: "Play Lotto online and we'll email you when you've won. Lotto -- who's next?"

The spot ends with a shot of the computer screen, which has the words: "Play online. National-lottery.co.uk." The Lotto ball symbol runs along the bottom of the ad with the tagline: "Who's next?"

David Connelly, senior product manager for Lotto, said: "The 'Who's next?' campaign really captures the sheer excitement and enjoyment of the winning moment and reminds people that, irrespective of who you are, where you're from and what you do, every player has a chance of winning Lotto.

"It also makes sure that, as well as being able to play at over 26,000 retail outlets, they can play online."