The National Lottery has unveiled a touching new film to celebrate its flagship game, ‘Lotto’ and its legions of devoted, die-hard players.

Created by London agency Adam&EveDDB, the campaign will be spearheaded by a 90-second hero spot that shines a spotlight on the lottery operator’s history through the prism of a tumultuous relationship over several decades.

https://www.youtube.com/watch?v=csxFQR_n2LU&ab_channel=TheNationalLottery

Charting the lovers’ progress as they struggle for acceptance as a gay couple, the ups-and-downs of their relationship are positioned alongside historic milestones such as the first Lotto draw in 1994, the Millennium and the legalisation of gay marriage in 2013 as reference points.

With media planning and buying handled by Dentsu’s iProspect, the campaign will be rolled out across TV, broadcaster video-on-demand, press, cinema, out-of-home, radio, digital and social media, running through to early 2024.

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“We wanted to create a campaign that celebrates the relationship our regular players have with their Lotto ticket – the excitement they feel about the possibility of a life-changing win, and their never-ending belief that, one day, their numbers will come up,” National Lottery marketing director, Ivor Burns said.

The creative forms part of an evolution of the National Lottery’s equally heartwarming Christmas spot, finding unorthodox ways in which to express the joys of winning.

Adam&EveDDB group executive creative director, Ben Tollett added: “The National Lottery is an iconic and loved part of British history and culture.

“Starting our film in 1994, at the first-ever draw, brought back all that excitement and gave us the inspiration to tell a poignant story of a player through the ages who never stopped believing.”