Fuel Your Imagination

Heartwarming National Lottery love story highlights the joy of winning

The spot from adam&eveDDB combines love and the lottery as two games of luck

Georgie Moreton

Deputy Editor, BITE Creativebrief


What are the odds of meeting the love of your life on a train and them scribbling their number on the back of a winning lottery ticket that reunites you on New Year’s eve? The chances seem pretty slim, but this is the heartwarming narrative that makes up adam&eveDDBs Christmas campaign for National Lottery operator, Camelot. 

It is a spot that will put a smile on even the biggest Scrooges’ faces that follows the story of a chance encounter between two people who meet on a train home at Christmas time. After falling in love at first sight, (or upon hearing a Crazy Frog ringtone) the pair hurriedly exchange a phone number on the back of a National Lottery ticket. As luck would have it the ticket turns out to be a winner but unfortunately the last two digits of the phone number have been smudged out making the audience worry the pair have lost their connection forever. Yet, the lucky in love couple find one another again on New Year’s eve, showing the magic of serendipity and connection, reminding audiences of the fun of winning. 

“The National Lottery is a uniting force for good in the UK – with players raising over £30 million every week for Good Causes. This latest campaign is all about The National Lottery’s ambition to bring people together. It also taps into the feelings of hope and possibility that we collectively experience at Christmas, showing that it’s always worth taking a chance to win big.” explained Camelot Executive Director, Matt Ridsdale.

The ‘Christmas Love Story’ has been directed by Oscar-winner Tom Hooper known for his work on The King’s Speech and Les Misérables. The film’s soundtrack is a brand new arrangement of George Michael’s ‘Faith,’ performed by artist Sleeping At Last. 

The campaign film is supported by a fully integrated multi-media channel campaign, including a real life experience that invites the public to get involved. Photo booths have been placed at chosen train stations across the UK where passersby are invited to have their photo taken and see it projected on nearby digital OOH space. 

“At a time when the nation needs some magic in the air, we wanted to create a larger than life story about the lottery and true love – two games of chance that make the perfect subject for a Christmas romantic comedy.” says Ben Tollett, Group Executive Creative Director, adam&eveDDB.

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