The National Lottery "Fisherman" by Adam & Eve/DDB

The National Lottery's emotional new campaign shows how playing the lottery can change lives for ordinary people.

The first ad for the brand by Adam & Eve/DDB centres on the hardships of a working-class Scottish family, with the father leaving in the dead of night to voyage out to sea and his partner struggling to raise the children alone. Set to sparse piano chords, the narrative appears to be building towards separation but actually concludes on a happy note with the family winning the lottery and able to purchase a new home. The ad was written by Andy McAnaney, art directed by Christian Sewell and directed by Mark Molloy through Smuggler. 


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