Camelot has introduced a new, less altruistic focus in the second
phase of its campaign through WCRS, which goes on air next week.
Two executions, each depicting a series of coincidences, move the
campaign on from the good causes outlined in the original burst. In both
ads, a sequence of seemingly unconnected events leads to a stroke of
exactly the kind of random good luck that is needed to win the
lottery.
’Brolly’ is a love story that cuts from a city, where a man and a woman
just miss meeting on a number of separate occasions, to a factory line
where workers are testing umbrellas. Only when the man’s faulty brolly
flies spectacularly into the rainy sky does he catch the eye of the
girl, a stroke of fortune which, in the spirit of the National Lottery’s
new strapline, could ’maybe, just maybe’ change both of their lives.
The second ad, ’treasure’, switches scenes between an historic clan
gathering in the Scottish Highlands and a pair of metal detector
enthusiasts scouring the same patch of land centuries later. As the clan
celebrations get rowdier, one highlander loses his precious brooch in
the mud. At the end of the commercial, the 20th-century pair are shown
closing in on the spot where the brooch was dropped. Again, we are led
to hope that ’maybe, just maybe’ they will find their fortune.
The ads were created by Rooney Carruthers, Leon Jaume, Andy Brittain, Yu
Kung and Andy Dibb and directed by Paul Weiland through Paul Weiland
Films. Media planning is by Mediapolis and buying is through Zenith.
