Abbott Mead Vickers BBDO has developed a campaign called "The big win" to promote the Camelot National Lottery. "Bag of smiles" is a playful animated film which illustrates the happiness that winning a life-changing amount of money can bring. The ad opens on the star of the ad, Milo, being woken up by a bag landing unexpectedly on his bed. He opens the bag and finds it full of smiles -- a metaphor for a lottery win. He tries one of the smiles on and immediately feels fantastic. Milo then shares the smiles out among his delighted family and friends. The ad closes with an animated collection of lottery balls that fall into frame to pose the question: "what have you won?"