The National Lottery "The magic number" by Adam & Eve/DDB

The National Lottery is celebrating its 25th anniversary with a joyous production shot by The Greatest Showman director Michael Gracey.

Created by Adam & Eve/DDB and set to a remix of Three is the Magic Number, the ad focuses on the milestones that the lottery has been part of in its 25 years, including 15 Oscar-winning films, 20 species being saved from extinction and the funding of 8,000 sports centres. The National Lottery also raised a total of £40bn for good causes across the UK since its inception in 1994, 200 of which are showcased in the film. Some Team GB Olympians and Paralympians also make an appearance – fronted by gold medal winner Nicola Adams – as well as Bristol-based musician Eva Lazarus and director Florence Keith-Roach. The spot ends with the strapline: "Your numbers make amazing happen."

The work was written by Ted Heath, art directed by Paul Angus and directed by Gracey through Partizan. The media agency is Vizeum. 


Chief marketing officer
Head of brand strategy & marketing
Marketing manager
Brand manager
Group executive creative director
Chief creative officer
Creative directors
Art director
Managing partner
Business director
Account director
Account managers
Designer/ typographer
Media agency
Production company
Post production
Post producer
VFX supervisors
Music supervisor
Audio post production