WCRS Camelot ads focus on chance

By EMMA HALL, campaignlive.co.uk, Friday, 27 November 1998 12:00AM

Camelot has introduced a new, less altruistic focus in the second phase of its campaign through WCRS, which goes on air next week.

Camelot has introduced a new, less altruistic focus in the second

phase of its campaign through WCRS, which goes on air next week.



Two executions, each depicting a series of coincidences, move the

campaign on from the good causes outlined in the original burst. In both

ads, a sequence of seemingly unconnected events leads to a stroke of

exactly the kind of random good luck that is needed to win the

lottery.



’Brolly’ is a love story that cuts from a city, where a man and a woman

just miss meeting on a number of separate occasions, to a factory line

where workers are testing umbrellas. Only when the man’s faulty brolly

flies spectacularly into the rainy sky does he catch the eye of the

girl, a stroke of fortune which, in the spirit of the National Lottery’s

new strapline, could ’maybe, just maybe’ change both of their lives.



The second ad, ’treasure’, switches scenes between an historic clan

gathering in the Scottish Highlands and a pair of metal detector

enthusiasts scouring the same patch of land centuries later. As the clan

celebrations get rowdier, one highlander loses his precious brooch in

the mud. At the end of the commercial, the 20th-century pair are shown

closing in on the spot where the brooch was dropped. Again, we are led

to hope that ’maybe, just maybe’ they will find their fortune.



The ads were created by Rooney Carruthers, Leon Jaume, Andy Brittain, Yu

Kung and Andy Dibb and directed by Paul Weiland through Paul Weiland

Films. Media planning is by Mediapolis and buying is through Zenith.



This article was first published on campaignlive.co.uk

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