The first 60-second TV ad in Lotto's latest campaign, created by Abbot Mead Vickers BBDO, broke during ‘The X Factor’ on ITV on Saturday.
More than 300 people, including office workers, construction workers, fishermen and rugby players, perform the ‘Ooh-wakka-doo’ song in the TV ads. The various locations aim to represent various aspects of UK life.
The tune is a rendition of the 1972 song by Irish singer-songwriter Gilbert O’Sullivan, with new lyrics to relaunch the National Lottery’s flagship Lotto game, which is introducing new levels, a doubled prize fund and a £2 price point from this Saturday.
The YouTube sing-along competition will open today on The National Lottery YouTube channel. It will encourage people to upload videos of themselves signing the new Lotto song, either using the ad’s new lyrics or making up their own. The best entry will win £20,000.
The TV ads open with a sun rising over a city landscape to suggest the "new dawn" of Lotto. The £15 million ad campaign marks the biggest change to the game since it launched in 1994.
Sally Cowdry, the consumer and marketing director of Camelot, said: "The new campaign we’ve unveiled is epic in its scale and ambition – this is the biggest thing we’ve done since The National Lottery launched in 1994 and is a truly innovative, exciting and ground-breaking campaign for us.
"We want to reach every corner of the nation, every Lotto player across the UK – and even the small number of adults out there who’ve never played. We want everyone to sing our song and understand the great prizes new Lotto has to offer."
Various creatives at AMV worked on the TV ads. Peter Cattaneo directed them through Academy.
The new Lotto game will kick off with two special event draws on its first two Saturdays: 5 October and 12 October.