Magazine article Marketing

Recall: Adwatch 03.12.08 - Lotto

Magazine article Marketing

Recall: Adwatch 03.12.08 - Lotto

Article excerpt

The National Lottery's latest commercial is simultaneously uplifting and a let-down.

As you'd expect in the run-up to Christmas, this week's Adwatch is dominated by retailers and games manufacturers.

They have spent months developing ads intent on maximising the Christmas spend, before what could be the bleakest January on record.

Then the government decides to drop 2.5% off VAT. Potentially every piece of communication has to be repriced - ouch.

With all the negativity around at the moment, due to the economy, I chose to review an ad about positivity - the Lotto 'Optimists' commercial.

I first stumbled across this ad as a normal consumer sat in the comfort of my own home, not as my usual cynical ad-man self.

I was hooked by the simple shots, the uplifting music, and the poignant voiceover. The ad celebrates the sort of person everyone would love to be, with a series of beautifully shot cameos. It felt good to hear talk about staying positive, looking up and not down, thinking big and not small - in being a thrill-seeker and never having too much fun. …

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