National Lottery to launch TV scratchcard spot during X-Factor

National Lottery operator Camelot debuted its latest TV ad campaign for the new Cars and Cash scratchcard during the first episode of the new series of 'The X-Factor', which was broadcast on ITV1 on Saturday night.

The ad, created by Abbott Mead Vickers BBDO, will air for a month and is latest next instalment in Camelot’s ongoing "Put some play in your day" campaign. The 30-second television spot will be accompanied by point-of-sale material in all National Lottery stores.

The new edition of Cars and Cash is the first non-cash top prize scratchcard launched by the National Lottery since 2006, and, with 50 VW Golf BlueMotions up for grabs, as well as five prizes of £30,000 and an array of smaller cash prizes, it is the first time Camelot has partnered with Volkswagen. Previous versions of the game gave players the chance to win Vauxhall cars.

The ad follows a car transporter through various streets and backdrops, and includes people staring at the vehicle, which is carrying 50 VW Golfs, rather than the normal eight. The ground rumbles as the transporter goes by and cars are seen passing windows at heights that they should not be reaching.

In the final scene, the camera pans down and lands on a man walking out of a shop, scratching a National Lottery scratchcard.

The transporter then rumbles past and deposits a brand new VW Golf on the road, right in front of the player. A voiceover says: "Instantly win one of 50 VW Golf BlueMotions with the Cars and Cash scratchcard from The National Lottery. Put some play in your day."

Martyn Baxter, Camelot head of instants, said: "Player feedback shows that people love the VW Golf BlueMotion and would relish the opportunity to win one, especially for the price of just a £2 on a National Lottery scratchcard.

"The ad is a fantastic graphic representation of the huge number of cars on offer and is designed to remind players of the immediacy of winning a top prize on the National Lottery. We expect the cars to be a big driver of sales on the game and so we focused the ad wholly on bringing that to life."

He added: "As with all of our TV-advertised games, National Lottery retailers will also be displaying eye-catching point-of-sale material, to reinforce the positive awareness that the above-the-line broadcast will drive among their customers."
 
This is the fourth version of the popular Cars and Cash game to be launched, and the decision to offer VW Golf BlueMotions was taken, when research by the National Lottery revealed that it was among the top three most popular cars that players wanted to win.

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