OPINION: WCRS must create fresh images to boost Lottery

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 creative brief.

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

creative brief.



There’s a higher wager on this appointment than simply getting the

lottery tills ringing more often across Britain, vital though that may

be.



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

deliver.



The advertising will have to strike a delicate balance between massive

popular appeal and presenting a confident corporate message to the

Government.



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.



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