WCRS won’t be the only one crossing its fingers in the hope that it
can justify Camelot’s confidence in cracking the National Lottery’s
There’s a higher wager on this appointment than simply getting the
lottery tills ringing more often across Britain, vital though that may
The fact is that there’s an equally important slice of the action taking
place, not in the high streets but in Whitehall. Camelot has a franchise
to retain, and its advertising will play an essential part in convincing
ministers it has shaken itself free of highly embarrassing libel
scandals and damaging reports of ’fat cat’ pay-outs and is fit to take
the National Lottery into the next millennium.
Hardly surprising, therefore, that a lot rides on what WCRS has to
The advertising will have to strike a delicate balance between massive
popular appeal and presenting a confident corporate message to the
No surprise either that the appointment of WCRS almost certainly
consigns the lottery’s ’it could be you’ slogan to the grave.
It has clearly passed its sell-by date and does not have the strength to
transform lottery playing into the obsessive pastime it has become in
many other countries. Most of us have never won more than ten quid on
the National Lottery and don’t know of anybody else who has fared any
better. Not only isn’t it us, it probably never will be.
It’s time for a change. National Lottery advertising has got the tired
and jaded look of a marathon runner in desperate need of a fresh pair of
legs. If WCRS can provide them, the agency will not only have produced
landmark advertising, but also safeguarded a massively profitable
account for many years to come. It’s a hell of an incentive.