The tongue-in-cheek ads, which launched on 4 July, are shot as behind-the-scenes documentaries following Price and Morgan – who play caricature versions of themselves – as they pursue absurd vanity projects.
Price’s dream consists of a 24-hour TV channel in which she is the star of every show, while Morgan seeks to establish his legacy with a pier, dedicated to himself, in Camber Sands on the South Coast.
Both celebrities pray for Lotto wins to help them raise the cash to realise their dreams and each ad ends with the voiceover explaining that anyone can win the Lotto, before pleading not to let it be them.
Abbott Mead Vickers BBDO created the campaign, which comprises TV, social, outdoor, print and radio executions. Morgan’s ad broke first, followed by Price’s, and there is one more celebrity ad yet to come.
Sally Cowdry, the marketing and consumer director at Camelot, which owns the Lotto, said: "Our new Lotto campaign really captures the British sense of humour in a playful and irreverent way – using celebs to have some fun with their extravagant dreams and to remind the nation that anyone can win.
"And that’s what Lotto is all about, a small outlay for a big dream."
The work was written by Tim Riley and Charlotte Adorjan, art directed by Michael Jones, and directed Jeff Low through Biscuit. Vizeum handled the media planning and buying.
AMV BBDO first worked with Camelot in 2003, when it created the launch campaign for the EuroMillions draw. The agency replaced WCRS as the company's lead creative agency in 2004.