AMV's debut EuroMillions work employs Crusoe theme

Abbott Mead Vickers BBDO has unveiled its debut work for The National Lottery operator Camelot.

The campaign is to promote the new Europe-based draw EuroMillions, which launches on 13 February.

Camelot appointed AMV to its UK EuroMillions advertising account at the end of 2003. More recently, the agency picked up the whole of Camelot's £24 million above-the-line business after a five-way pitch.

The first 40-second TV execution, which breaks on Friday, is set on a desert island and stars Robinson Crusoe.

Crusoe, played by the Only Fools and Horses star Roger Lloyd-Pack, observes that there is "something different about Friday". His modern-day Man Friday companion, Vas Blackwood, is measured up by glamorous tailors, builds a paradise island and has a sports car delivered by helicopter. It transpires he has won on EuroMillions.

The spots, which include three 20-second versions, will be supported by outdoor.

The ads were written and art directed by Peter Souter and Mark Fairbanks.

They were directed by Paul Weiland through The Paul Weiland Film Company.

Media planning was by Media Planning Group, with media buying through OMD. The campaign is scheduled to run until April.

Phil Smith, Camelot's commercial director, said: "EuroMillions is a great addition to the portfolio of National Lottery games. It offers players a bigger range of prizes, will generate incremental sales and benefit communities up and down the UK."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).