"This spot is beautiful and moving. Sadly, the sacrifice our forces make was only very recently emphasised. Given the lottery's traditional focus on big prizes, this is a timely reminder of some of the good that comes from buying a ticket and that the phrase 'life-changing' isn't just for lucky winners." The ad was written by Alex Grieve and art directed by Adrian Rossi. It was directed by John Hillcoat through Stink.
The National Lottery's new ad by Abbott Mead Vickers BBDO made an impression on Jeremy Lee: